COMM 287 Lecture 6: Comm 287 Lecture 6
Document Summary
Defenses of advertising: defenses of advertising, rational consumer and responsive producers, consumers are quite rational. The economic man acts in their own interest: producers respond based on the consumer"s decisions, marketing concept, 4-p"s (consumers are too smart, so they need this concept) Think about if the product is affordable. Get the products into a retail location: quote 1 (rachman and romano) Consumer is king, businesses take a risk ignoring consumer choice. Marketing choice is a different way of doing business. Convincing people to do something they don"t want to do is too difficult. Finding what they want and providing it is much easier. Consumer sovereignty: quote 2 (martin bell) Fashioning products to meet the consumer needs. Consumers are rational they will tell you want they want. You cannot trick them, they will choose what they want based on their needs. You need to market to people"s needs. The myth of manipulation: advertising does not create demand.
