Advertising is one of many types of information engaged by consumers which may shape their wants, attitudes, predispositions, and

purchase of certain products. The information from the advertisement is alternative sources of information include conservation with friends about the products and visits to store to brand. The information normally judged by customers to be more credible and reliable than information received through advertising on the same products (Diwan, 1999). From the prospective of the customers, advertising can also defined as several incoming messages directed at the customer, the salience of which is influenced by the emotional, physical, and need state of the individual. However, many critics of advertising feel that advertising is a detrimental force in society. Some of the people believe that the advertising is a waste of the economic resources because of its large volume. Some people also mislead customer to buy the things that they should not or do not need. Hence, advertising also defined as an institution of society that has the capability of informing the citizen, stimulating economic growth, and providing knowledge useful indecision making as well as the tendency of both to misallocate scarce economic resources and lead customers to engage in behavior that may not be in their interest (Diwan, 1999). According to Richard (1996), Bovee stated that advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Besides that, Carter McNamara (n.d.) show that advertising is bringing a product or services to the attention of potential and current customers by focus on particular products or service and it plan for one products might be very different that for another product. Advertising have play an important role in business and society. Advertising is to implement product flow through the channels of distribution and it also act as catalyst in acquainting the customer and to persuade them to purchase the products. Without advertising, customers might not be able to know which products are better to purchase. Advertising help a company to generate awareness on their products to the public. Generating awareness able to help company to increase on sales and the cost of advertising will be covered by the profit they earned. So, advertising can be the purpose to create sales which depend on the functional relationship between non-personal communication and sales. In this case, advertising play an essential and important role in a successful business. Advertising not only help to increase sales, but also help to increase the products turnover. So, advertising help a company to clear the old stocks faster than usual. Advertising can be the art of arresting the human intelligence because it provide the basic information about the products and some of it success persuade the customers to buy the products. This is the reason that advertising able to helps a company to generate sales. The

impact of advertising can be detected through determine the advantages and disadvantages of advertising. There is several of advertiser arrest human intelligence through advertising. The advertisement that advertise by company with basic information about the products known as informative advertisement while the advertisement that more to comparing and emphasizing on their products quality and outstanding function are known as persuasive advertisement. Most of the companies competing with each other by advertising the informative advertisement and give the customers to choose on the products they rely more. For example the automobile company, Toyota, is providing the information about the specification, performance of their cars in the advertisement or brochures. In the advertisement, it did not state the comparison directly with its competitors, such as General Motors (GM) and Honda. The information given may only meet the needs of the customer, but after all the decision making are still belong to the customers to choose the brand and products they prefer. This kind of advertisement mostly advertised through the television, newspaper and brochures. On the other hand, most of the companies are advertising the persuasive advertisement. The persuasive advertisement also list out the information about the products but they use the symbolic pattern as their competitors in the advertisement to compare the products offered. They try their best and creative to persuade customers. Sometimes, in order to persuade customers to purchase, they promote their products are superior and awesome but most of it are untrue. Most of the persuasive advertisement can be found through television programs, radio, internet includes email and other medium. For example the some of the advertisement pop out or shown at the noticeable place on the internet webpage with attractive picture or description to attract the viewer. For example the carbonate drinks advertise the advertisement at most of the place and it is easy to persuade the customers who currently expose to hot weather and thirsty to purchase one. Advertising through medium will bring a lot advantage to the businesses because most of the medium are easier to attract the viewers. For example, in this modern era, people are famous in using internet and the advertising on internet is more noticeable. Besides that, nowadays, people will also search for the products information online, and this is the chance for those companies promote their products through online advertising. Not only is that, the newspapers the basic media for most of the people to know the latest news. The company also can introduce their products through the newspaper in the advertisement corner.

Besides business advertising, there are some other advertising such as moral and religious benefits of advertising. According Xperience Media (n.d.), there are social institutions including those of a religious nature use advertising to communicate their message, such as message of faith, patriotism, tolerance, compassion and neighbor service of charity toward the needy, concerning on health and education and other constructive and helpful message that educate and motivate people in a variety of beneficial ways. Besides that, the non-profit organization, will also manage to acknowledge the public about the public activities such as blood donation, charity race, and other charity work through advertising. Advertising will be the easy way and faster way to promote or introduce something to the public. Although advertising do claim benefits, there are still disadvantages of advertising. In business field, advertising is important way to help a business to be successful due to introduce and promote the products but not every business will success by advertising. This is because, advertising is costly function. The advertising cost can considered as indirect cost which added in the distribution expenses and yet the advertising cost is too high and need to cover by the selling price of the advertising goods (Rizwan Amjed, n.d.). Although it encourage the goods selling out, but the profit that earned are little due to the high expenses on advertising. In this case, the selling prices of the products need to enhance since the expenses increased. Increasing the price of products will encourage the customers switch to substitute products or competitors products which sell with lower price. According to Rizwan (n.d.), a study found that advertising cost exceeds 6% of sales. This means that the customers need to pay higher price for the advertised products. If the products were not advertised, the products will hardly known by the customers. Hence, customers need to purchase certain products that may not valued for that prices and it is regarded as economic waste. Besides that, there will be also misleading claims through advertising. This is because, there are creative advertisers creating a misleading impressions on their products. For examples, the fast food company advertised the fast food they offer with nice looking, and big size food such as burger, but there is slightly different looking once the customers purchase. This can be the misleading information in order to attract the customers. Advertising will also influence purchasing power of the customers. The advertising products are generally available in the market with high process once they were introduced through advertising. These will influence the purchasing power of customers. The unnecessary advertising will let some people use the foul means to increase their income in order to meet

their necessities of life. For examples, nowadays the people probably will aim for the latest mobile phones which have been introduced through the advertisement in every medium. Besides that, some advertisers will also misuse of advertising. For example, the outdoor advertising board at roadside. The advertisers will try to decorate their advertisement with some beautiful switch lights hoardings, posters, moving pictures in order to attract the public. The glaring light or neon lights are actually hazards at the certain cross road and yet there might be some accident occurs. This is because, it is hardly for the drivers to concentrate on driving while attract by the advertisements. Although advertising is only for introduce the products and the decision making is lay on customers hand, advertising also generate the buying problems to the customers. This is because, there are many substitute products and similar products that have similar function in the market and the producers emphasis on minor differences in the formula of advertising products. In this condition, average customers have a hard time to judge with quality of the hundreds of articles they buy (Ridzwan, n.d.). Continuous advertising will cause wastage. This is because the advertising actually is wastage of natural resources. For example, advertising on newspaper and brochure will waste a lot of paper; outdoor advertisement board requires electricity, the style and fashion change quickly. Besides that, not every advertisement are effective and will be view or read by public. The ineffective advertisement will be considered as wastage on natural resources and also the modal of producers. Due to the advertising cost is high, the limitation of advertising also occurred. Due to limit size of advertisement, advertisement might not able to deliver full information to the public. This may lead public are not interested or attracted by the advertisement. The advertisements on television program will not really attract viewer because most of the time, they will not concentrate television while the program turned in to advertisement period or they will switch to other channel. Besides that, most of the time, internet users will also ignore the online advertisement since they know that some of the advertisement are not related to them and considered unknown mail as junk mail. The spamming of advertisement will influence customers to purchase the products that advertised. For example, the mobile phone has meet the basic need of communication purposed to people, but people will grab for latest due to attracted by the advertisement. This scenario leads people to purchase the products that they actually can skip or do not need to purchase. Some small firm does not have enough modal for advertising will simply disconnected from the business since their competitors are good in introducing their products through advertising. This incident may lead the bigger

firm monopoly indirectly since the small business unable to survive because of the entire market controlled by the big firm. The small firms will slowly disappear from the market and the market slowly monopolized by bigger firm. As a conclusion, advertising arrest the customers intelligence visually and psychologically. The impact of advertising can be detected through its advantages and disadvantages since nothing is perfect. Attractive advertisement can be easily arrest the human intelligence but some advertisers have misused the way as long as they manage to gain profit from customers. Hence, customers should make their decision making wisely to control on their purchasing power and their rights to consume the right products. Customers should define their own basic needs before decision making. Besides that, sharing experience manage to help customers will not be deceive by the advertisement.

List of References Carter M. (n.d.), Basic Definition: Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales, [Online], Available: http://managementhelp.org/marketing/advertising/defined.htm, [viewed: 01 May 2012] Diwan, P., 1999, Advertising Management, Golden Books Centre Sdn. Bhd, Malaysia. Richard F. T. (1996), A Definition of Advertising, [Online], Available: http://public.wsu.edu/~taflinge/addefine.html, [viewed: 01 May 2012] Rizwan A. (n.d.), Disadvantage of Advertising, [Online], Available: http://rizwanamjed.hubpages.com/hub/DISADVANTAGES-OF-ADVERTISING, [viewed: 05 May 2012] Xperience Media (n.d.), Benefits of Advertising, [Online], Available: http://xperiencemedia.blogspot.com/2009/03/benefits-of-advertising.html, [viewed: 02 May 2012]