Principles of Advertisement

The basic principle of advertising is identification of market and spreading the word.

1.       Identification of brands

Products, services and ideas are sold through businesses that are differentiated by their brand identities. Brand identity is communicated to the public via advertising. Consumers build emotional relationships with certain brands with which they become increasingly familiar through the years, through advertising.

2.      Disseminating information

Advertising supplies the necessary information to consumers so that they know what is available and where to buy it. It broadcasts information on products, services and ideas sold on the open market through a variety of media portals. It reveals the special features being sold, what color and size the product is and which stores carry it.

3.      Persuasion

Persuasion is the core mission of advertising. Powerful, visual advertising presentations compel consumers to purchase goods, services and ideas as a way to achieve emotional fulfillment. Advertising tells you how the product, service or idea you are considering will improve your life.

4.      Pricing

Advertising displays consumer goods with competitive prices relative to the current market, thus educating consumers about what things should cost. Advertising lets you know what the competition is doing, when the next sale is, and how you can receive the latest coupon or rebate and seeks to assure you that you are receiving the best value for your money.

5.      Creating demand

The demand generated by advertising, public relations, and sales promotion pulls the goods or services through channels of distribution. One of the powerful functions of advertising is to generate consumer demand for specific products, services and ideas through ad campaigns that target the audiences that are most likely to buy them. Products, services and concepts are sold in volume, according to the consumer demand for them.

6.      Meets competition

The advertisements are also made to face to competition. Under competitive conditions, advertisement helps to build up brand image and brand loyalty and when customers have developed brand loyalty, be-comes difficult for the middlemen to change it.

7.      Enhancing goodwill

Large scale advertising is often undertaken with the objective of creating or enhancing the goodwill of the advertising company. This, in turn, increases the market receptiveness of the company’s product and helps the salesmen to win customers easily.