As marketing communications professionals, we devote a large portion of our time and energy to conveying the benefits of our clients' products and services to consumers because we believe these benefits will significantly enhance consumers' lives. Over the past several years, the need has been more pressing than ever before as advertising has come increasingly under attack by governments and special interest groups which have attempted to place unwarranted restrictions and bans on marketing communications. Advertising creates and encourages competition. It reduces prices through economies of scale.
Advertising encourages product innovation.
Advertising helps to make newspapers, magazines and television programs widely available and affordable. Additionally, the revenues from advertising allow media to be independent and pluralistic. Most importantly, advertising gives consumers choice. By communicating information about products and services available in the marketplace, advertising also reduces consumers' search costs. Promoting advertising's value is our responsibility and benefits us as marketing communications professionals and consumers.