The Role of Advertising in Business Essay

The Role of Advertising in Business Essay

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Advertising in business is a type of marketing communication used to encourage, persuade, or manipulate a customer to take or continue to take some action. The desired result is to drive consumer behavior with respect to a commercial offering.

The primary role of advertising is to inform potential customers of the products and services in the market and convince them to make a purchase. Through advertisements customers are informed of new products, their role, their benefit and the prices at which they are being made available to the customer. It is a technique used to influence people's minds and encourage more sales.

The main purpose of advertising is to deliver the proper message to customers and prospective customers. The purpose of advertising is to convince customers that a company's services or products are the best, to enhance the image of the company, point out and create a need for their products or services, demonstrate new uses for the established ones, announce new products and programs, reinforce the individual messages of the sales people, draw customers to the business, and to hold existing customers.

Advertising lies in the Promotion part of Marketing Mix, but it applies to all the other P's as well. Promoting one’s business is the key ingredient to making one’s business successful. Promotion, along with a great product, key placement, and a reasonable price, will help a marketer work his way to the top. Promoting does not mean leaving his advertising up to the word of mouth of his current customer.


1. Brand Equity & ...

... middle of paper ...

...n their advertising strategies as on their products and services
• Consumers’ attitude towards advertisements varies greatly
• Advertising is considered necessary for growth and success of big companies these days
• A product that is not advertised is lost on the customer.
• Advertising is the backbone of today’s sales industry.


• DA Aaker, AL Biel- 1993-
• T Meenaghan - Journal of Product & Brand Management, 1995 -
• FM Scherer, D Ross - University of Illinois
• WF Mueller, RT Rogers - The Review of Economics and Statistics, 1980 – JSTOR
• M Sutherland, J Galloway - Journal of Advertising Research, 1981 -
• VA Zeithaml, MJ Bitner - 1996 -
• › Advertising & Marketing › Advertising

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