Sovenko Julia
Dragomanov
National Pedagogical University,
Institute
of Sociology, Psychology and Social Communications,
(Ukraine, Kyiv)
Pet’ko Lyudmila,
Scientific supervisor,
Ph.D., Associate Professor,
Dragomanov
National Pedagogical University (Ukraine,
Kyiv)
ADVERTISING AND SOCIETY
Совенко Юлія
Национальный
педагогический университет имени М.П.Драгоманова, Институт социологии, психологии и социальных
коммуникаций,
(Украина,
г.Киев)
Петько Людмила, научный руководитель,
к.пед.н., доцент НПУ имени
М.П.Драгоманова (Украина, г.Киев)
РЕКЛАМА И ОБЩЕСТВО
These days everyone sees
advertising in his or her life; however this person has not watched TV or
listened to the radio. Normally, an average person who watches television 1 to
4 hours a day. During these hours of watching TV, there is a big profitability,
because it has an impact on people’s choices by shown them the new and
available product that this person watches advertisement. It is powerful on attracting
consumers psychologically, visually and also culturally but the problem is that can these
attractive advertising affect our life or not?
Advertising or advertizing is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers
or listeners; sometimes a specific group) to take or continue to take some
action. Most commonly, the desired result is to drive consumer behavior with
respect to a commercial offering, although political and ideological
advertising is also common. This type of work belongs to a category called affective labor. In 2010, spending
on advertising was estimated at $142.5 billion in the United States and $467
billion worldwide Internationally, the largest ("big four")
advertising conglomerates are Interpublic,
Omnicom, Publicis, and WPP [1].
Advertising is a
form of marketing communication used to encourage, persuade, or manipulate an
audience (viewers, readers or listeners; sometimes a specific group) to take or
continue to take some action. Most commonly, the desired result is to drive
consumer behavior with respect to a commercial offering, although political and
ideological advertising is also common. This type of work belongs to a category
called affective labor.
In Latin, ad vertere means "to turn
toward." The purpose of advertising may also be to reassure employees or
shareholders that a company is viable or successful. Advertising messages are
usually paid for by sponsors and viewed via various traditional media;
including mass media such as newspaper, magazines, television commercial, radio
advertisement, outdoor advertising or direct mail; or new media such as blogs,
websites or text messages [5].
There are some types of advertising: 1) television advertising
/ music in advertising; 2)
infomercials; 3) radio advertising; 4) online advertising; 5) product
placements; 6) press advertising; 7) billboard advertising; 8) mobil billboard
advertising; 9) in-store advertising; 10) coffee cup advertising; 11) street
advertising; 12) sheltered outdoor advertising; 13) celebrity branding; 14)
consumer generating advertising; 15) aerial advertising.
Shalev and
Asbjornsen [1] found, in their
research based on 139 reverse auctions conducted in the public sector by public
sector buyers, that the higher auction volume, or economies of scale, did not
lead to better success of the auction. They found that Auction volume did not
correlate with competition, nor with the number of bidder, suggesting that
auction volume does not promote additional competition. They noted, however,
that their data included a wide range of products, and the degree of
competition in each market varied significantly, and offer that further
research on this issue should be conducted to determine whether these findings
remain the same when purchasing the same product for both small and high
volumes. Keeping competitive factors constant, increasing auction volume may
further increase competition.
The author
stresses that the number of bidders was found to be correlated with competition
among suppliers, specification and complexity. Auction volume was found to be
correlated with none of the factors. We discuss the possible explanations for
our results and draw conclusions for public sector procurement managers to
consider when deciding whether to conduct an e-RA for a particular purchase
[4].
In microeconomics, economies of scale are the cost
advantages that enterprises obtain due to size, throughput, or scale of
operation, with cost per unit of output generally decreasing with increasing
scale as fixed costs are spread out over more units of output. Often
operational efficiency is also greater with increasing scale, leading to lower
variable cost as well. Economies of scale apply to a variety of
organizational and business situations and at various levels, such as a
business or manufacturing unit, plant or an entire enterprise [2].
Economies
of scale called increasing returns to scale [3], is a
term used by economists to refer to the situation in which the cost of
producing an additional unit of output (i.e., the marginal cost) of a product
(i.e., a good or service) decreases as the volume of output (i.e., the scale
of production) increases. It could also be defined as the situation in which an
equal percentage increase in all inputs results in a greater percentage
increase in output.
The simple model
of perfect competition (i.e., an industry in which there are numerous
buyers and sellers of a virtually identical product) makes the assumption of constant
returns to scale (i.e., that the cost of production remains constant
regardless of the volume of output). This model can be very useful, both for
teaching economics and for explaining certain real-world situations. However,
it should always be kept in mind that there are many situations in which it
does not apply [3].
BIBLIOGRAPHY
1. Advertising [Web site].
– Access mode: http://en.wikipedia.org/wiki/Advertising
2. Economies of scale [Web site]. – Access mode: http://en.wikipedia.org/wiki/Economies_of_scale
3. Economies of Scale Definition [Web site]. – Access mode: http://www.linfo.org/economies_of_scale.html
4. Shalev
M.E. Asbjornsen S. / Electronic Reverse Auctions and the Public Sector –
Factors of Success // Journal of
Public Procurement, 2010. – № 10 (3), pp. 428–452.
[Web site]. – Access mode: http://www.researchgate.net/publication/228216541_Electronic_Reverse_Auctions_and_the_Public_Sector__Factors_of_Success