Functions of Advertising
Advertising has become an essential marketing activity in the modern a of large scale production and serve competition in the market. It performs the following functions:
1. Promotion of Sales. It promotes the sale of goods and services by forming and persuading the people to buy them. A good advertising coming helps in winning new customers both in the national as well as in the international markets.
2. Introduction of New Product. It helps the introduction of new poducts in the market. A business enterprise can introduce itself and its product to the public through advertising A new enterprise can’t make an
pact on the prospective customers without the help of advertising. Adverting enables quick publicity in the market.
3. Creation of Good Public Image. It builds up the reputation of the vertices. Advertising enables a business firm to communicate its achieve’ rents in an effort to satisfy the customers’ needs. This increases the goodwill .i1 reputation of the firm which is necessary to fight against competition in ±e market.
4. Mass Production. Advertising facilitates large-scale production. advertising encourages production of goods in large-scale because the business firm knows that it will be able to sell on large .scale with the help of advertising. Mass production reduces the cost of production per unit by the comical use of various factors of production.
& Research. Advertising stimulates’ research and development acuities. Advertising has become a competitive marketing activity. Every firm vies to differentiate its product from the substitutes available in the market ought advertising. This compels every business firm to do more and more research to find new products and their new uses. If a firm does not erigii.i4 research and development activities, it will be out of the market in the i1 future.
6. Education of People. Advertising educate the people about r products and their uses. Advertising message about the utility of a prc enabs the people to widen their knowledge. It is advertising which helped people in adopting new ways of life and givingup old habits, example, Gits, Kellogg’s, Maggie’s, etc. are thriving upon the new life- of Indian consumer. It has contributed a lot towards the betterment opt standard of. living of the society.
7. Support to Press. Advertising provides an important sourr d revenue to the publishers and magazines. It enables to increase the circul .of their publication byieiling them at lower rates. People are also been because they get publications at cheaper rates. Advertising is also a sour re’,’enue for TV netwàrk. For itance, Doordarshan and Zee TVinsert berore, in between and after various programmes and earn millions of rupe through ads. Such income could be used for increasing the quality of varif programmes and extending coverage.
