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What Do Know About What You Advertise?

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What Do Know About What You Advertise?

word cloud - advertisingAdvertising the paid, non-personal communication of information about products or ideas by an identified sponsor through the mass in an effort to persuade or influence behavior. In the definition there are three key people or points that explains the term. An identified sponsor- the company selling the product that pays the ad to be placed in the mass media. Mass media- comm. Channels that reach out to several people once. Information is intended to persuade, inform, direct, educate and convince users.
My focus in this article is the mass media because of the benefit they derived from this. It is believed that most media houses generate a huge percentage of revenue from their advertisements. In Ghana these days the most advertised products on the media outlets is alcoholic drinks and medication for sexual weakness. Late at night and at Dawn the Pastors take over and advertise themselves and give the audience how to locate them.
My question is that how reliable is the adverts made on these media outlets? Do our media houses care enough to at least research ad find basic facts about products before advertising them form morning to dusk? Am not asking that them to find out everything but at least basic information. Listeners trust media completely to supply them with information they need. In the uses and gratification theory of communication most people depend on the media for their use. People read the weather reports every morning to make their plans for the day. The percentage of dependency on the media is on a higher level and reliability must not be compromised.
Most of the adverts on radio are pure and gets most people into trouble. I once heard an advert about a media school on radio and in the advert they claimed that after completing the school two months internship is assured. I went to this school and enrolled for six months because judging from the credibility of the media outlet. After enrolling together with my course mates a total of 30 and others who pursued courses about 10. Not even one person was given place for attachment plus those who managed to get places had to pay money and this same school won't graduate you unless you do an attachment. One person was lucky to get a letter to this same radio station where the advert was being played. The student went there for attachment in the absence of the general Manager. The programs manager took him and he started working but when the General Manager returned he asked which school the student attended. After revealing the name he was sent away and never called back. If you don't believe in the very person you advertise do you make others fall prey? Later found out the school had no accreditation and wasn't able to get employment anywhere so I had to attend another school and this time I was cautious. This school is still being advertised on many platforms till date and many others are victims.
Media outlets must at least verify whatever they advertise because people trust their words. Many are the things people go through because of bad information. It doesn't take much to care about your listeners a little more than the money.

Story:

Monica Otumfuor

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Monica Maakor Otumfuor an Alumni of Ghana Institute of Journalism is a Writer and English tutor by profession. A voice over artist and an articulate spokesperson. She loves to volunteer and is passionate about mentoring others.

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