Role Of Advertising

Advertising is used as a major tool in marketing. When a company first introduces a new product, the goals generally are:

1. To inform potential purchasers that a particular product is available and why they might like to try this new product.

2. To persuade people that they should go out and buy the product.

3. To let people know where the product can be purchased.

4. To reassure people who buy the product that they have made a wise choice in doing so.

Where more than one company sells products in a given category, the goals generally become the following:

1. To increase market share by taking business away from a competitive product. This can be done by offering a better product or a better value and/or by increasing the level of advertising and promotion to out-shout the competition.

2. To increase the size of the market by inducing more people to start using the product. In the case of alcoholic beverages, this can be done by aggressively promoting features that will appeal to the potential purchaser, that is, makes you more confident, more outgoing, more appealing to the opposite sex, and, in the case of minors, leads to participation in adult-type activities.

3. To increase the size of the market by inducing people to increase their usage of your prod-uct(s). This can be done by tying the product to occasions such as spring break and by promoting the product heavily to the target audiences.

4. To keep reassuring heavy drinkers that they are in good company by drinking the particular brand of beer or liquor being advertised. Since the ten percent of those who drink most heavily account for about 50 percent of all alcohol consumed in the United States, this is a very important reason to advertise.

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