As the market become more and more competitive, firms hope to find a quicker to impress the consumers and increase profit.As the result, Communication through different media becomes a important part in marketing process. Advertising play an pivotal role to encourage consumer’s buying action. With no doubts, the birth of advertising is a big progress for marketing, but at the same time, the false advertising appears. The advertising with misleading and exaggerated information may increase the profit, but, should we do this?
The article “Misleading advertising on the rise” shows that false advertising is increasing. The reason is simple, firms aim to have a higher market share and make more profit. To be more competitive, firms must have a better way marketing.Misleading advertising usually use methods such as hidden price,misleading illustration or incomplete comparison to make their product attractive.
The firms, consumers and supervision department are all involved in a competition now. Firms try to mislead consumers while consumer don’t want to be fooled. The supervision department is responsible to protect consumers, and make the market be fair and reliable.
Unfortunately, the situation is still exacerbating. The over competition make market a mess. Once a firm use false advertising and realize the marketing goal, the other firms start to follow. For the supervision department, they need evidence to prove the falseness is existed in the advertisement. But without enough technical support, it is difficult.
Misleading advertising may increase the sales temporally,but truth will out. Once the false advertising is found, the company will definitely lose consumer’s believe and hurt the brand. The company must be guided by both the interest and ethic.Marketing uses smart strategy but not the immoral strategy.Truth is the only thing we should tell .The company who cheat on consumers may get benefit once but lose forever.
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