Consumers of Advertising


It is vital, from the outset, to guard against the normal psychological tendency to impose your advertising “pattern” on a rather complex reality. Consider, for example, that the advertisements you may encounter through television, radio, the campus newspaper, magazines, direct mail, billboards, and the like are only a fraction of all the forms that advertising takes in other places in other times, for different purposes, and among different audiences. Yet, there is a tendency to equate that fragmented reality with the whole. Advertising is bad (good) for children; advertising is good (bad) for the economy; advertising helps us make wise (unwise) purchase decisions; advertising makes goods cost more (less); and so on. Simply, some advertising may be (or do) any of these things. All advertising is however far too complex to permit such over-simplifications.

By way of further example, one of the frequently voiced complaints of advertising critics is that advertising is not informative enough. Now, if we wish to point to some specific advertisements, it would not be difficult to accept such a premise. An advertisement for an expensive car may tell us that the car offers greater “class” than its competitors but nothing of its performance or life expectancy. Or a message for a cereal may feature a talking tiger, telling us of his adventures, but little of nutrition.

But there is other grist for this mill as well. A classified ad for a refrigerator may tell us its make, age, capacity, operating efficiency, and the reasons the seller has put it on the market. A message on drill bits for all rigs inundates its readers with performance data concerning the cost efficiencies to be accrued through the use of this bit compared with those of traditional composition. Do these ads also lack information?

To understand advertising then, you must first develop some knowledge of its more prominent functions. One way of getting a realistic picture of the landscape of advertising is to ask a simple question: Who uses advertising to reach what audiences through what media for what purpose? The pursuit of the answer not, of course, reveals all the nuances of advertising. It may, however, after a reasonable of some of the major species and subspecies and—not incidentally—serve to discourage embracing, “Advertising does …” thinking.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Just about Joint Ventures


Joint ventures (JV) are the waves of the future. There is hardly a Fortune 500 company, active overseas, that does not have at least one JV.

JV represents a higher risk alternative because it requires various levels of direct investment.  A JV involves sharing risks to accomplish mutual enterprise. JVs, incidentally, are the next most common form of entry once a firm moves beyond the exporting stage to a more regular overseas involvement.

JVs provide a mutually beneficial alternative to domestic and foreign businesses to join forces. For both parties, the ventures are a means to share both capital and risk and make use of each other’s technical strength.

JVs, however, are not an unmixed blessing. The major problem in managining joint ventures stems from one cause: there is more than one partner. With patience and flexibility on the part of both partners, JVs can be managed successfully. But one of the partners must play the key, dominant role to steer the business to success.

Widespread interest in JVs is related to:

  1. Seeking market opportunities.
  2. Dealing with rising economic nationalism.
  3. Preempting raw materials.
  4. Risk sharing.
  5. Developing an export base.
  6. Selling technology.

Even a JV with a well-qualified majority foreign partner may provide significant advantages, such as:

  1. Participation in income and growth.
  2. Low cash requirements.
  3. Preferred treatment for the venture.
  4. Easier access to a market and to market information.
  5. Less drain on a company’s managerial resources.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight