Advertising as a change agent?

Jan 06 2014, 10:06 IST
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Management students must understand that advertisements have an almost magical hold  over their target audiences and can, therefore, manipulate large parts of the public Management students must understand that advertisements have an almost magical hold over their target audiences and can, therefore, manipulate large parts of the public
SummaryManagement students must understand that advertisements have an almost magical hold over their target audiences and can, therefore, manipulate large parts of the public

advertisers. Studies have shown that while advertising certainly has an influence within society, it is interpersonal communication that plays a more important role in changing behaviour and shaping opinion. Friends and family, and the values they transmit, are, therefore, the key to change.

Miruna Radu-Lefebvre

The author is associate professor of marketing, Audencia Nantes School of Management, France

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