Essay on importance of advertising
Advertising, by the definition, is paid form of nonpersonal communication to promote goods and services. It simplifies the choice of consumers by creating awareness among people about several brands and awareness among people about several brands and products available in the market.
Advertisements are essential for starting a new business promoting sales is the main motivation of a large enterprise, advertisements rule every aspect of our lives and provide a link between an individual and the world. As advertisements help in business expansion, the companies spend crores or millions on them.
Advertisements are contained in various means of communication such as magazines, newspapers, television, radio, billboard, etc. Attractive pictures, Slogans, taglines, etc. Shown in the advertisements lure customers, thereby pushing up sales.
Advertisements are popularized by the government for the betterment of the society in the field of education, providing, better, facilities, housing facilities for the poor medical facilities like polio drop and other vaccines, etc.
To understand the main purpose of advertising is to communicate messages or information to the customers. But while communicating such message or information it also serves beneficial for the sponsor or advertiser. Let us look into the various objectives of advertising.
i. To educate customers — Can you remember the advertisement for Tata Namak on television? In this advertisement, it is said that Tata Namak is good for health as it contains Iodine. This message educates you that iodine is good for health and Tata Namak contains iodine.
ii. To create demand for the new product — You read in the newspaper that a new type of pen called 'Gel pen' is introduced in the market, which is very economical and convenient in writing.
This motivates you to buy the egg. said pen. Similarly, many students like you shall also buy gel pens after coming to know about it through advertisement. This will create a demand for the new product launched in the market.
iii. To retain existing customers — You might remember that Nirma washing powder was a very popular detergent. But, after Wheel powder came to the market the sale of Nirma suddenly decreased. Then the manufacturers of Nirma improved the product and advertise the same in different media.
After knowing this the persons who were earlier using Nirma did not switch over to Wheel and continued using Nirma. In this manner, Nirma sustained its existing demand. Thus, advertising helps the manufacturers not only to create a demand for a new product but also to retain the existing customers.
iv. To increase sales — We have learned that advertising creates demands for new products and sustains the demand for old ones. Thus, with an increase in demand, the sale of the product also increases.
v. To assist salesman — In most of the advertisements the salient features of a product, its qualities, and its uses are expressed in detail. This assists a salesman to sell the product quickly without spending time explaining and convening the customer.