AdvertisementWhen a product is manufactured, its existence needs to be made known to the general public, otherwise the product will not sell. 

Advertising draws the attention of potential consumers to a product.

Advertising is a way persuading potential customers to buy the product.

Advertising informs potential customers of the products functions and features.

Good advertising creates a demand for a product.

Good advertising may even create a brand identity for a product or series of products.

Advertising seeks to create an image surrounding a product, so that customers feel that they need it.

Advertising can promote a new product and increase sales of existing products .

Scope of advertisement

1) Effectiveness of messages: The terminology used in advertising may be new, but must prove effective in the attainment of the objectives. The existing ,messages on similar products are evaluated before new and effective advertising messages are launched. Thus, the success of advertising depends upon the effectiveness of the message.

2) Appropriate media: The selection of a medium should be made (i) on the basis of the type of customer to be approached; and (b) the capacity of the organization to bear the cost.

3) Merchandise: Advertising covers the attributes of the products. the merchandise, i.e., the product (or) service to be sold, has its own distinct advantages. The advertiser should concentrate in explaining the distinctive features of his products and avoid criticizing similar products of the competitors.

4) Advertising functions: Advertising create demand, promotes the marketing system, helps middlemen, builds up the image of the organization. Consumer demand can be assessed by researchers so that effective methods of advertising may be adopted. If new products are made known to customers, the market for them will expand. Advertising has become more economical than the other forms of promotion. It builds up the image of the producer.

Importance

1. Product Introduction - When a business introduces a new product, advertising provides a means to make a large market aware of the product.

2. Product Sale Events - Advertising provides an effective way to inform the market about limited-time product sale events.

3. Product Differentiation - Businesses frequently use advertising to show how their product has more benefits, or is more effective, than similar competitors; products.

4. Institutional Advertising - When a business communicates information about its operations, or illustrates why its product is the best choice for consumers, the company uses institutional advertising.