Monday, 11 March 2013

Importance of Advertising

Advertising is one of the important marketing tool of informing consumers about the new product being launched in the market and oldest forms of public announcement and occupies a vital position in an organization's product mix. According to the Indian Marketing Association, "Advertising is any paid form of non personal presentation of ideas, goods and services by an identified sponsor."

To advertise means to inform (seen as the flow of information about a product or service from the seller to the buyer). However, advertising does not end with the flow of information alone. It goes further to influence and persuade people to take a desired action - like placing an order to buy a product.

The consumer market has become highly competitive with a new brand being born almost everyday. Irrespective of the kind of product you are looking for, be it consumer durables like refrigerators,  air conditioners, washing machines or fast moving consumer products  the number of brands available is truly mind boggling.  Naturally it is the prime concern of every marketer to promote their brand as a shade better than the competitors'. Advertising comes in handy here.

However, simply informing a customer that a brand exists is not enough. Advertising should be targeted towards the  prospective audience in such a way that it forms a positive impact on the customer and in the process creates brand recognition.Marketers generally target advertising campaigns at the groups of customers:

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