Marketing is purely about informing consumers of the choices they can make to satisfy real needs.

Marketing is purely about informing consumers of the choices they can make to satisfy real needs. The concept of marketing can be used to refer to any activity that is aimed at facilitating and fostering transactions between an organization and consumers (Gro ¨nroos 2006, p.395). Economists argue that marketing is one of the crucial tools in a business. From a careful review of literature, it is definite that marketing has direct effects on the organization specifically in terms profitability (Brodie 2009, p. 108).Advertising We will write a custom essay sample on Marketing is purely about informing consumers of the choices they can make to satisfy real needs. specifically for you for only $16.05 $11/page Learn More This is due to the fact that it involves informing the customers on the products and services offered in an organization (Klein Phillips 2011, p. 354). By so doing, marketing helps consumers to make the best choices. Notably, large organizations set aside specific members of staff and departments for marketing purposes. Therefore, one can analyse that marketing cannot be done in isolation since it is closely linked to human resources, decision making and other organizational operations. Nevertheless, there exists an argument that marketing is not meant to inform customers on choices to make but it is a deceptive practice to mislead them while increasing the sales in an organization (Brodie 2009, p. 108). Hence, the function and role of marketing has been criticised due to the assumption that it creates incomplete truth and therefore exploiting the weaknesses and inducing fear to customers. This paper critically evaluates the controversy that marketing is purely about informing consumers of the choices they can make to satisfy their actual needs. Radical scholars argue that marketing aims at manipulating and deceiving customers to buy products and services (Brodie 2009, p. 109). Notably, this is done through adverts that manipulate their thinking and to perceive them that certain goods and services are worthy. Accordi ng to Smith (1995, p.396), marketing can be referred as the worst tool of capitalism. This statement can be elaborated by the fact that businessmen use exaggerated terms to promote and advertise their goods, a factor that ensures that their economic systems do not collapse. Research has revealed that most customers get misguided information from marketers only to realize later that the products were not worth the purchase. According to Klein and Phillips (2011, p. 354), marketers provide unproven information to customers about their lavished products in order to increase the returns and sale output for the organization. Ten (1997, p. 998) complements that most organizations use numerous brand names, image manipulation and visual distortion as baits to attract innocent clients. Moreover, they also use switch and bait offers to lure their customers.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Lear n More From numerous surveys conducted in different organization, it has been revealed that most of products sold in the market have incomplete descriptions. In this case, personal manipulation is one of the commonest means of marketing products and services. Martinez (2011, p. 25) argues that marketing is not ethical since it is used as a way of coercing customers leaving them with no choice but to go for the products. For instance, most businesses provide wide range of products branded in different names. Nevertheless, the truth of the matter is that these products are similar yet they have different prices (Fan 2005, p. 451). Additionally, businessmen make sure that they avail numerous goods and services for customers to ensure that if they decline a certain product they have to go for the other one. In this case, they are able to increase the profitability of their business. That notwithstanding, marketing has been used to advertise products and services that have been p roved to be harmful to consumers (Wong, Tumer Stoneman 1996, p. 264)). To some extent, it induces bad vices to the targeted audience. For instance, alcoholic products, fast-foods and clubs often have negative effects on the targeted population. In addition, children and youths are the most vulnerable to certain adverts since they develop curiosity to practice some vices such as smoking and taking alcohol. In most cases, marketing strategies used result to a stereotypic effect on certain groups of people. For instance, advertisements can be used to portray women as sexual objects, emotional and submissive while men can be portrayed as sex predators. That notwithstanding, most of the marketing research techniques are not genuine (Martinez 2011, p. 24). In most cases, marketing researchers intrude into customers’ privacy and also use sophisticated techniques to manipulate their emotions and knowledge. Moreover, numerous practices used in marketing are not ethical (Brodie 2009, p. 110). Nevertheless, in as much as some scholars criticize and regard marketing as unethical, it is imperative to note that this tool is a necessary evil. This is due to the fact that marketing aims at creating awareness and disseminates information to public in regards to certain products and services (Gro ¨nroos 2006, p.397). Therefore, it has some value to the customers and the organization. According to Crane (1997, p. 561), marketing brings about a close link between consumers and business organizations. In the absence of marketing, most people fail to recognize the existence and use of certain goods and services (Ten Bos 1997, p.999). However, from a post-modern perspective, it is important to highlight that marketing should apply some ethics in order to bridge the gap between reality and expectations of customers (Brodie 2009, p. 108).Advertising We will write a custom essay sample on Marketing is purely about informing consumers of the choices they can make to sa tisfy real needs. specifically for you for only $16.05 $11/page Learn More In this case, marketing techniques should be scientifically credible in order to eliminate the identity crisis facing the concept. Besides, marketing should avoid creating consumerism and aim to create complete truth about goods and services. Moreover, unlike certain cases where marketers deliberately have selfish interests, genuine practices have helped customers to get information and make choices on goods and services that will satisfy their needs (Martinez 2011, p. 25). References Brodie, R J 2009, â€Å"From goods to service branding: An integrative perspective.† Marketing Theory, vol. 9, no 1, pp.107–111. Crane, A 1997, The Dynamics of Marketing Ethical Products: A Cultural Perspective. Journal of Marketing Management, vol. 13 no 6, pp. 561-577. Fan,Y 2005, â€Å"Ethical branding and corporate reputation†. Corporate Communication, vol. 10 no. 4, pp. 341–350. Gro ¨nroos, C 2006, â€Å"On defining marketing: Finding a new roadmap For marketing.† Marketing Theory, vol. 6 no. 4, pp.395–417. Klein, T., Phillips, J 2011, â€Å"Marketing Ethics.† Business Ethics Quarterly, vol. 21 no. 2, pp. 354. Martinez, J 2011, â€Å".Marketing Marauders or Consumer Counselors? Customer Relationship Management, vol. 15 no.1, pp. 24-29.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Smith, C 1995, â€Å"Marketing Ethics for the Ethics Era,† Sloan Management Review, vol. 36 no. 4, pp. 85-97. Ten Bos, R 1997, â€Å"Business Ethics and Bauman Ethics,† Organization Studies, vol. 18 no.6, pp. 997-1014. Wong, V., Tumer, W. Stoneman, P 1996, â€Å"Marketing Strategies and Market Prospects for Environmentally-Friendly Consumer Products,† British Journal of Management, vol. 7 no. 3, pp. 263-281.

Differences Between Broadsheet and Tabloid Newspapers

Differences Between Broadsheet and Tabloid Newspapers In the world of print journalism, the two main formats for newspapers are broadsheet and tabloid. Strictly speaking, these terms refer to the page sizes of such papers, but the different formats have distinct histories and associations. Discussing the differences between broadsheets and tabloids provides an interesting journalistic journey. History of Broadsheets and Tabloids Broadsheet newspapers first appeared in 18th-century Britain after the government began to tax newspapers based on their number of pages. That made large-format papers with fewer pages cheaper to print than smaller ones with more pages, writes Kath Bates on Oxford Open Learning. She adds: As few people could read to the standard required of those early broadsheet editions, they soon became associated with the aristocracy and more well-to-do businessmen. Even today, broadsheet papers tend to be linked with a higher-minded approach to news-gathering and delivery, with readers of such papers opting for in-depth articles and editorials. Tabloid newspapers, perhaps due to their smaller size, are often associated with shorter, crisper stories. Tabloids date to the early 1900s when they were referred to as small newspapers containing condensed stories easily consumed by everyday readers. Tabloid readers traditionally came from the lower working classes, but that has changed somewhat in the past few decades. The New York Daily News, the most widely circulated tabloid in the United States, for example, had won 11 ​Pulitzer Prizes, journalisms highest honor, as of June 2018. Even with the blurring of clear distinctions between the economic and social classes of their readership, however, advertisers continue to target different markets when buying space in broadsheets and tabloids. What Are Tabloids? In the technical sense, tabloid refers to a newspaper that typically measures 11 by 17 inches- smaller than a broadsheet- and is usually no more than five columns across. Many city dwellers prefer tabloids because they are easier to carry and read on the subway or bus. One of the first tabloids in the U.S. was The New York Sun, started in 1833. It cost only a penny and was easy to carry, and its crime reporting and illustrations proved popular with working-class readers. Tabloids still tend to be more irreverent in their writing style than their broadsheet brothers. In a crime story, a broadsheet will refer to a police officer, while a tabloid will use the term cop. And while a broadsheet might spend dozens of column inches on serious news- say, a major bill in Congress- a tabloid is more likely to zero in on a sensational crime story or celebrity gossip. The word tabloid has come to be associated with supermarket checkout aisle papers, such as the National Enquirer, that focus on splashy, lurid stories about celebrities, but tabloids such as the Daily News, the Chicago Sun-Times, and the Boston Herald focus on serious, hard-hitting journalism. In Britain, tabloid papers- also known as red tops for their front-page banners- tend to be racier and more sensational than their American counterparts. The type of unscrupulous reporting methods employed by some tabs led to the ​phone-hacking scandal and closing of the News of the World, one of Britains biggest tabs, and resulted in calls for greater regulation of the British press. What Are Broadsheets? Broadsheet refers to the most common newspaper format, which is typically around 15 inches wide to 20 or more inches long in the U.S., though sizes vary around the world. Broadsheet papers tend to feature six columns and employ a traditional approach to newsgathering  that emphasizes in-depth coverage and a sober writing tone in articles and editorials aimed at fairly affluent, educated readers. Many of the nations most respected,  influential newspapers- The New York Times, The Washington Post, and The Wall Street Journal, for example- are broadsheet papers. In recent years many broadsheets have been reduced in size to cut printing costs. For instance, The New York Times was narrowed by 1 1/2 inches in 2008. Other broadsheet papers, including USA Today, The Los Angeles Times, and The Washington Post, also have been trimmed. Broadsheets and Tabloids Today Newspapers, whether broadsheets or tabloids, are experiencing difficult times these days. Readership has slipped for all newspapers as many readers have turned to the Internet for up-to-the-minute news from a variety of online sources, often for free. For example, AOL, an Internet portal, offers online news ranging from mass shootings and Supreme Court decisions to sports and weather, all at no charge. CNN, the Cable News Network, is known mostly for on-air coverage of domestic and international issues, but it also has a well-established website that provides free articles and video clips of major domestic and foreign news. Its difficult for broadsheets and tabloids to compete with organizations providing such wide-ranging, cost-free coverage, especially when papers have traditionally charged readers for access to their news and information stories. Between 2000 and 2015, annual advertising revenue at all U.S. newspapers, both tabloids, and broadsheets, tumbled from $60 billion to $20 billion, according to The Atlantic. A Pew Research Center study noted that circulation for all U.S. newspapers has fallen annually for the past three decades, including an 8% decline between 2015 and 2016. The Pew Center study did note that The New York Times added more than 500,000 online subscriptions in 2016, a nearly 50 percent jump from the previous year. In that same period, The Wall Street Journal gained more than 150,000 digital subscriptions, a 23 percent rise. Internet Forces Changes The online versions of these broadsheets, however, are more tabloid-like in format; they have flashier headlines, attention-grabbing color, and more graphics than the print editions. The New York Times online edition is four columns wide, similar to a tabloid format, though the second column tends to be wider than the other three. The main headline for The Times online edition of June 20, 2018, was: Trump Retreats After Border Outcry, which was splashed in flashy italic type above a main story and several sidebars about the public debate over a U.S. policy that separated parents seeking to enter the country from their children. The print edition for the same day- which, of course, was one news cycle behind the online edition- featured a much more sedate headline for its main story: GOP Moves to End Trumps Family Separation Policy, but Cant Agree How. As readers gravitate toward briefer stories and instant access to news via the Internet, more broadsheets may begin to adopt tabloid formats online. The push seems to be to capture readers attention with tabloid techniques instead of relying on a more in-depth, broadsheet-like, serious tone.