Do you agree or disagree with the following statement?
Advertising is a waste of a company's money, because consumers know what they want to buy.
<< 論點解析>>
<< not a waste >>
enhance familiarity / popularity / visibility
highlight product strengths
lay bare its competitive edge against other rivals
clarify consumers' buying decisions
arouse sensation
encourage consumption
cost-effective investment for greater profits
promotion / advertising campaign
advertising spokesperson / product endorser
<< a waste >>
consumer bias
product / brand loyalty
more worthwhile to invest in R&D
over-advertising may induce a sense of revolt / repugnance / aversion
the attempt to promote a product may backfire
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<< 參考範文 >>
Under the development of capitalism, companies and sellers are catering more and more to the society's taste. Disseminating novel ideas of products turns out to be indispensable. However, a question emerges in succession: Should entrepreneurs invest in advertising while consumers may already know what to buy? In my personal perspective, I disagree with the statement.
First of all, advertising helps intensify the motivation of purchasing. Consumers may hesitate before paying for the products for various reasons, such as no urgent needs or uncertain quality of goods. A captivating advertisement highlights the advantage of products and penetrates into the purchaser's mind. It alleviates the sense of insecurity of the people toward the goods. For example, a clothing enterprise may release an advertisement to familiarize the purchaser with the components of their clothes, in order to attain people's trust. Therefore, an enchanting advertisement increases sales volume by dispelling consumers' worries.
Secondly, advertisement introduces relatively unknown but novel products. It is the unfamiliarity of products that chokes the growth of sales volume. That entails a merchant to publicize his unique products to the world. For example, Coca cola blazed a new path in the soft drink market. However, when Coca Cola was first released, it didn't gain popularity. However, after heavily investing in advertising, the drink became all the rage since then. Therefore, advertising really exerts a great influence on a lucrative market, which may render a merchant rolling in wealth overnight.
Lastly, a pivotal function of advertising is to promote brand image. Ultimately, the success of a company depends on its impression of the public. An impressive brand image enshrined in purchasers' mind can greatly stimulate their intention to spend money on related products. Therefore, establishing brand image was pushed to the fore in all the marketing strategies. To cite an instance, Apple is a competitive company which triumphs over their competitors even though during an economic low ebb. The ultimate reason that renders Apple prominent is its brand image. Apple has
acquired trust from the consumer and investors. Apparently, a positive brand image can be highly beneficial to a company's long-term success.
To sum up, advertising is a channel for enterprisers to make their products become a vogue of the time. To fortify the popularity of products, advertising is undoubtedly a determining factor.
戴爾美語榮獲台灣區托福、GRE、雅思三考場，原地上課考試
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