Advertising, its Role and Impact
Advertising is any paid form of non-personal presentation of ideas, goods and services by an identified sponsor. In this age of machinery, new things are produced everyday. Market is created for these things through advertisement. It is done through different ways to spread the knowledge of goods and services to people. Consumers encounter advertising message as they watch TV, read magazines, listen to the radio, or surf the internet, or simply walk down the street. In large scale production, producers cannot think of pushing their sales without advertising their products. Through advertisement people begin to feel a need for even those goods of which they had never before.
Advertisement creates demand. Informative view of advertising is to inform the buyers about the qualities and benefits they would get when they purchase the product. The advertiser expects to create a favorable attitude which would lead to the desired action. Persuasive view holds that all advertisers attempt to convert the prospects into customers. Complimentary view expresses that advertising affects the demand which influence the utility of customers with the consumption of the advertised product. Advertising has constructive role when sellers can maximize profits and buyer can reduce costs with a right choice of the product available in the market.
Advertisement should be based on human psychology and targeted audience. It assists the media planner to define different groups for a creative execution of the desired message. Good ads in wrong medium are waste of money. An appropriate mean of advertisement turns into an increase in sales and ultimate progress of the business. A feedback from the customer is always valuable for any business. Testing of advertisement is as much important as sale of products because ads are for people to respond to not to win awards. Real test lies in results achieved that can be a shift in sale or a change in the attitude of intended audience. Marketing targets can only be achieved by an attractive advertisement using an appropriate mean to a rightly selected targeted audience.
Advertising is an integral part of society. It encourages the people to purchase the products and services to facilitate their lives. Enhancement in a sale of products results not only in the progress of a single business but also beneficial for economic growth. Market awareness promotes the living standard of people in their personal and professional life. It bridges the gap between nations by advertising various cultural trends. Right advertisements entertain appreciation of customers that results in building image of the product and business. It reflects creativity of business and utility to the customers.
Advertisement is the backbone of commerce and industry. No business can survive without it. To get success in business, advertisement plays a vital role as business world rotates on the pivot of advertisement. It contributes to bring about all round development of economy by increasing demand and income level of businesses and nation as a whole. To run a business without its aid is not possible in this modern age.