Tutorial 2-Role of Advertising

Advertising-Creating Demand

Advertising is one of the elements of promotion mi by which the marketer provides the information about the product or the services to the public. The basic purpose of Advertising is to persuade the public to buy the product. Many elements in our daily life are as pervasive as advertising. Whatever we do, wherever we do, we encounter advertising at least one of its many forms.

We cannot go through a newspaper, listen to the radio or watch television, hearing or seeing some advertisements or commercials. We see the billboards, on buses, in trains, in magazines, on items, some items are aimed at influencing us while other make us aware of advertiser's products. Advertising is a powerful tool in moulding our attitudes and our behaviour towards products, ideas, and services.

"Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services through mass media by an identified sponsor."

Features of Advertising

Advertising has gained much attention because it is the best known as the most widely used form of promotion and very important promotional tools as it can be a very cost-effective method to reach the large audience. It can also be used to create an image and build symbolic meanings for a company or brand. It is an important feature of companies dealing in products or services that are difficult to differentiate between functional attributes. The basic features of Advertising are:

1. Paid form of communication 
2. Non-personal presentation of the message
3. Good, ideas and services
4. An identified sponsor
5. Inform and persuade
6. Selected target market
7. Controlled
8. Persuasion
9. It's not neutral; it is not unbiased.

Purpose of Advertising

The present business situation is characterized by mass production and distribution, cutthroat competition, changing lifestyles, fashion, shorter life cycle etc. Advertising is the multipurpose activity which serves many purposes. the various purpose of advertising are:

1. To Inform
2. To Persuade 
3. To Remind
4. To Support company's Salesforce
5. To Support Middleman
6. To Expand the Market
7. To Announce a Change
8. To Ensure Success of Sales Promotion
9. To Sale Directly
10. Counter competitor's Advertising

Importance of Advertising

Advertising helps in speeding up the sales of commodities increases the efficiency of labour distribution and diminishes the cost of selling. Thus marketing playa an important role in the field of the modern marketing system. The main benefits of advertising are as follows:

• Benefits to Manufacturer
• Benefits to Wholesalers and Retailers
• Benefits to Consumers
• Benefits to salesman

Types of Advertising

• Advertising to Consumers

1. Classified Advertising
2. Display Advertising
3. National Advertising
4. Retail (Local) Advertising
5. Co-operative Advertising
6. End Product Advertising
7. Direct Response Advertising

• Advertising to Business  and Profession

This types of Advertising is aimed at resellers and professionals such as architect, lawyers, doctors etc. The media used is direct mail or professional journals.

1. Trade Advertising
2. Industrial Advertising or B2B Advertising
3. Professional Advertising
4. Corporate or Institutional Advertising
5. Advocacy Advertising

•  Non-Product Advertising

1. Idea Advertising
2. Service Advertising
3. Political Advertising

• Strategy Based Advertising

1. Primary Demand Advertising
2. Selective Demand Advertising
3. Surrogate Advertising

•  Roles of Advertising

Advertising helps to establish a direct contact between manufacturers and the consumers. It helps to create an image and reputation not only of the products but also of the advertiser. In this way, it creates goodwill for the manufacturer.

The goodwill created is shared by the wholesalers and retailers and they need not spend anything on the advertising for a well-advertised product. For example, any branded product like "Lakme" and "Garnier".  
Salesmanship is incomplete without advertising. Hence, the relationship established with the customer by the salesman is made permanent through effective advertising as a customer can easily assume about the quality and the price of the product.

Related Tutorials of Advertising:

1. Tutorial 1-Advertising and Management
2. Tutorial 3-Models of Advertising