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.
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