|
44. The speaker claims that high-quality ads can sell almost anything, and that companies should accordingly invest heavily in such advertising. I agree that the quality of an ad can in some instances play a pivotal role in a products success or failure in the marketplace. However, the speaker over-generalizes, for advertising is far more critical in some businesses and for some products than for others. Certain types of businesses benefit greatly from investing in high-quality advertising. Fledgling companies, for example, may require an extensive top-notch advertising campaign to achieve the name recognition that older competitors already enjoy. Even established companies may need an expensive ad campaign. When introducing new products or venturing into new markets. Companies selling products that are no utilitarian value perhaps stand to gain the most from an extensive high- quality advertising effort. Consider, for example, the kinds of products that are marketed by means of the most extensive and expensive advertising: beer, cigarettes, soft drinks, and cosmetics. None of these products has any utility. Their success depends on consumers fickle tastes, their emotions, and their subjective perceptions. Accordingly, | 
