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The Economics of Advertising, Fair Marketing, Unusual Behaving, or Consuming: Contemplating a Few New Economic Paradoxes and Their Effective Leverages
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Author(s): Vladan Kuzmanović (Faculty of Economics, University of Belgrade, Serbia)
Copyright: 2023
Pages: 19
Source title:
Handbook of Research on Socio-Economic Sustainability in the Post-Pandemic Era
Source Author(s)/Editor(s): Jozef Oleński (High School Technology and Economics, Jaroslaw, Poland), Jeffrey Sachs (Columbia University, USA), Masayuki Susai (Nagasaki University, Japan), Υannis Τsekouras (University of Μacedonia, Greece)and Arjan Gjonça (London School of Economics and Political Science, UK)
DOI: 10.4018/978-1-7998-9760-6.ch005
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Abstract
In advertising, social responsibility is a tripartite process involving three relevant actors: the corporation, agency, and audience. Omissions on the social market are most often broadcast by agencies to the detriment of consumers or with the cooperation of the first two actors. The corporation influences the agency through the audience or censorship before it reaches a socially critical effect. While in the short run unfair marketing causes exclusive harm to consumers, in the long run, invasive marketing harms corporations, causing disappointment among customers, active abstinence, or aversion. The marketing paradox speaks of the inefficiency of marketing in delivering value to the consumer of accurate, convenient, and true information. This inefficiency of marketing requires social marketing in order to protect the interests of social groups affected by these actions. Paradoxes are typical zones of adjustment of economic and epistemological (behavioral) interests.
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