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Essay / Research Paper Abstract
A 4 page paper discussing the benefits of using advertising to educate consumers. Educating consumers is a point of advertising's classic rules, but advertisers have moved increasingly further away from that rule in recent years as they strive merely to put brand names in front of consumers. As is the case with anything else when one or more points of "laws" are ignored, those ignoring those standard rules miss opportunity to achieve greatest efficiency. Pharmaceutical companies, online traders, online bankers and a host of other companies dealing in goods and services have fared well by including consumer education in their marketing efforts. Bibliography lists 6 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSadvEducate.rtf
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Unformatted sample text from the term paper:
consumers is a point of advertisings classic rules, but advertisers have moved increasingly further away from that rule in recent years as they strive merely to put brand names in
front of consumers. As is the case with anything else when one or more points of "laws" are ignored, those ignoring those standard rules miss opportunity to achieve greatest
efficiency. Certainly there is little reason to strive to educate consumers on the benefit of Coca-Cola, Lays potato chips or any other product
for which there is no clear and obvious benefit, but pharmaceutical companies, online traders, online bankers and a host of other companies dealing in goods and services have fared well
by including consumer education in their marketing efforts. Pharmaceutical Companies Currently and most recently, pharmaceutical marketers provide the most obvious example of the
benefits of educating the consumer. Education advertising is not a new concept: Miller and Waller reported in 1979 that consumers accepted well the advertising of professional services "and
favor such advertising while doctors oppose it" (20). Miller and Wallers (1979) study included all aspects of medical advertising, but the advertising of ethical drugs was uncommon (if ever
seen) at the time. Nearly a quarter century later, Wechsler (2002) reports that "African-American physicians regard direct-to-consumer advertising of prescription medicines as one
way to educate minority patients about needed treatment and healthcare options" (32). Not only did these physicians approve of such advertising, the National Medical Association (NMA) - the association
of African-American physicians - was calling for the pharmaceutical industry to increase such advertising (Wechsler 32). Specifically, the NMA asked that pharmaceutical companies "place more ads in traditionally African-American
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