What is the significance of advertisements

Advertising can be defined as a paid form of non – professional but encouraging, complimenting and positively favorable presentation of goods and services to a group of people by an identified sponsor. It does not include distribution of free samples or offering bonuses, these are sales promotion. In simplest words advertising is introduction, to consumers and general public, of services and goods.

Many people think that advertising a product means to sell it. But real aim of advertising is to make general public and potential buyers, aware of goods, products and services available under a brand.

Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Advertising can also be defined as coveying information to a group or groups of people by a common source. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of “brand image” and “brand loyalty”. For these purposes, advertisements sometimes embed their persuasive message with factual information.

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The answer to this question could be explained through the picture of two fishes in two different pots. If we assume the two pots are different companies and both of them have equal number of consumers. Pot B has advertised about the products by providing more and more information may be it has more to offer. Pot B can attract the consumer of the other company as they fail to make aware their consumer how their brand is different from the other and what more they can offer.

The Value of the Advertisement

The success can be measured by marketing and communication objectives. Then what is the value of objectives? It will guide to develop the integrated marketing communication program. It is very essential to set the realistic objective and sometimes companies don’t recognise the value to set the specific objectives for their program and fails in order to achieve their goals.

To set the objectives communication plays a vital role. The interaction and sharing of the ideas among the group makes easier to set objectives accurately. There should be coordination within the company and the advertising agency while making plans for advertisement and promotion of the service.

One of the characteristics of good objective is that they are measurable. By the measuring property of the objective can specify the method, evaluate how well the promotion program is working and how effective is the marketing communication program is.
The other character of good objective is the specified target audience. The target audience could be segregate on the basis of geography, demographics, and psychographics and behavior patterns.
Then to determine the target market’s present position one should set the benchmark measure. The benchmark could be on different parameters like awareness, knowledge, image, attitude, intention and the how frequently the advertisements should be changed so as to have an effective impression on their minds.
What is the significance of advertisements