Firms use a wide range of advertising as a tool to ultimately increase their profits in the short, medium or long run, by either being able to sell more products or to sell products at a higher price. The aim is to shift the demand curve in a beneficial way (Figure 1).

The way a firm advertises is based on many factors; the product, the company and the market segment to name but a few. It also depends on the mediums available to them, such as newspapers, radio, television, cinema, posters, or even the logo on t-shirts.

The frame of advertisement is information. To get a message to the customer, may that be the features of a product, the

price of it, the location of where to get it, or simply that it is 'cool' to have it. This mostly depends on the product. While Levi's found it very beneficial in the late 80's and early 90's to advertise their product as being 'cool' and 'in', Volvo found their main selling point in the safety of their cars. Neither company would have been likely to increase profits had they reversed their strategies.

What Levi's was doing, in fact, was creating a brand. No actual information was given about the p

- Collaborating to compete - Marketing Science

However, there is a need of restricting advertising. The most obvious example is tobacco products. Children and teenager are far more open to manipulation than adults, and since cigarettes are known and proven to be bad for one's health as well as addictive, especially in children and teenagers, the government has a moral obligation to try to minimise the amount of adverts that they get confronted with. This is why cigarette adverts were banned from TV and radio stations in the 80s. However, I do not agree that enough has been done in this respect. In my eyes a total ban of advertising for tobacco products could be justified. Similar guidelines for alcoholic products should be enforced too, to decrease the number of under-age drinking.

Sang-June Park and Minhi Hahn, Korea adv. Inst. of Sci. and Tech.

- Price competition, advertising and media market concentration

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