3. Functions of advertising

There are several functions of advertising.

1.To differentiate the product from their competitors. An important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality.

2.To communicate product information. Another function of advertising is to communicate information about the product, its attributes, and its location of sale; this is the information function. Product information communicated to the customers in manner that meets their information needs.

3.To urge product used. The third function of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function.

4. To expand the product distribution. When the consumer comes to know about the particular product from the advertisement he/she wants to try that new product. They go to shops to buy the product; if the new product is not available in a shop then the shopkeeper consults the distributor to make that product available in his shop. It is basically to provide the product all over market. It is necessary to make sure that product should be accessible to everyone. Availability of product effect the distribution.

5. Too increase brand preference and loyalty. Marketing is a moving thing. As your needs are changed your preferences are changed. When the product delivers the promised quality, service and value, it creates satisfied customers who become instrumental in spreading a favorable word-of-mouth. Satisfied customers also develop brand preference; each product features and uses are written on the product.

6. To reduce overall sales cost. When a product is selling you have to teach the people about the product. Like if we would advertise through newspapers, TV, broachers and internet, it would cater huge sum of masses and if you do individually it would be more costly and time consuming.

7. Creates new demands. Advertising have to create new demands they should educate the people about more and more new things coming up in the market. Each year new products, including line extensions and new brands are introduced into groceries and drugstores.

4.Advertising as a marketing tool

Advertising is a part of marketing. It’s directed to groups of people, rather than to individuals, and is therefore nonpersonal. Direct-mail advertising often attempts to personalize the message by inserting the receiver’s name one or more times in the letter. But direct mail is still nonpersonal; a computer inserted the name. Most advertising is paid for by sponsors. General Motors, Coca-Cola pay money to the media to carry the advertisements we read, hear, and see. Most advertising is intended to be persuasive-to win converts to a good, service, or idea. A company usually sponsors advertising to convince people its product will benefit them. In addition to promoting tangible goods, advertising also helps sell the intangible services. And increasingly, advertising is used to sell a wide variety of ideas-economic, political, religious, and social.