The Economics of Advertising, Fair Marketing, Unusual Behaving, or Consuming

Abstract

In advertising, social responsibility is a tripartite process involving three relevant actors: the corporation, agency, and audience. Omissions on the social market are most often broadcast by agencies to the detriment of consumers or with the cooperation of the first two actors. The corporation influences the agency through the audience or censorship before it reaches a socially critical effect. While in the short run unfair marketing causes exclusive harm to consumers, in the long run, invasive marketing harms corporations, causing disappointment among customers, active abstinence, or aversion. The marketing paradox speaks of the inefficiency of marketing in delivering value to the consumer of accurate, convenient, and true information. This inefficiency of marketing requires social marketing in order to protect the interests of social groups affected by these actions. Paradoxes are typical zones of adjustment of economic and epistemological (behavioral) interests.