ERIC ED130024: What Does Advertising Do for the Consumer? Resource Paper Prepared by the Sub-Council on Advertising and Promotion of the National Business Council for Consumer Affairs.

by: ERIC

Publication date: 1972-11

Topics: ERIC Archive, Advertising, Business Responsibility, Consumer Protection, Economics, Merchandising, Publicize, Research, Socioeconomic Influences

Collection: ericarchive; additional_collections

Language: English

The report gives a picture, drawn from consumer research, of how the consumer perceives and uses advertising and establishes that the service advertising performs is at least comparable in value to the service it performs for manufacturers. Two major headings are included: (1) Advertising and the Consumer clarifies the terms, "advertising" and "consumers" and notes how advertising and the major social and economic changes over the past 10 years have affected the consumer, especially the housewife; and (2) The Social Criticisms of Advertising lists and explains the criticisms and benefits of advertising. A suggested reading list is included. (SH)