ADVERTISING

Introduction

Advertising is an important tool of promotion.Advertisement is a non-personal presentation of an idea or a product(whereas personal selling or salesmanship help  in personal promotion).Advertising supplement  personal selling to a great extent.

It is used for connecting business information to the present and expected customer. It gives information about the advertising sturdy,qualities of product,place of availability of products etc.

What is Advertising ?

Advertising is a medium of impersonal sales efforts.It is an art of influencing human  

action to buy or possess one's product.It is a technique of popularizing product & service.In simple words, ''Advertising consist of all the activities involved in presenting to an audience a non-personal,sponsor-identified, paid-for message about a product or organisation.All activities necessary to prepare the message and get it to the intended people are part of 'advertising'.

Functions of Advertising

Advertising has become an essential tool of modern marketing mix. In the present competitive scenario advertising plays an important role. It is not only the new product which need advertisement but the existing products also need it to retain the customer. It performs the following functions:

• To give information to prospective buyers about the introduction of new product,their features and uses.
• To create demand  for new products by persuading people.
• To maintain & extend the market for an established product.
• To remove or overcome competition.
• To educate people in the use of product.
• To remove doubts & encourage consumers to buy a particular product.
• To build goodwill,create brand loyalty & product differentiation.
• To assist salesman in their effort to persuade people to buy the products.
• To obtain support of the dealers & boost their sales efforts.
• To reach even to those people to whom salesman cannot reach.
• To increase sales.
• To reduce cost.        

Importance of Advertising

It helps in spreading details about the advertising firm,its products,qualities & place of availability of its products,and so on.It helps to create a non-personal link between the advertiser & the receiver of the message.The importance of  advertising has increased in the modern era of large scale production & tough competition in the market.

• Higher Reach - Advertising media reaches large number of people . Any advertisement on T.V. or radio is seen or heard in every comer of country.print media also has wide coverage .Advertising has a better reach as compared to other promotional elements.
• Creates demand for new products - New products are brought to the notice of people through advertising when people see the product on T.V. they become familiar with thwm.so it create demand for new products.
• Different media available - There are different number of media, such as T.V. , Radio, Newspaper, Magazines, social media ( facebook, Twitter, linked in, Telegram, Instagram, youtube etc. available for advertising the product. An advertiser can select a suitable media for advertising their products. 
• Expressiveness -Advertisement can help in expressing the things in different ways like : drawing, color, illustration, sound, pictures, music etc. All these medium can help in expressing the things in a better way. This helps in improving the communication with the target audience. 
• Legitimacy - Since advertisement are given by specific persons, firms, companies with their names. The audience will rely on them. A policy advertised product gets legitimacy in the eyes of customers. It helps in enhancing the value of the product in the eyes of the public. 
• Enhances public confidence - Customers fell more assured about the quality of product. When these are advertised by sponsors, the acceptability of products increases.