Advertising has often been used to try and increase sales of a product or the use of a service. However this is not always the most important objective of a firm; it may inflict with long-term profit goals. Advertisers have given up with the claim that advertising has a direct and discernible effect on sales. Evans 1998 ' advertising cannot in and of itself causes sales. Advertising can only help or contribute towards sale success.
Secondly, advertising can also improve the firms image. Most images advertising is designed not to challenge bad images but to challenge people perceptions of the company. For example firms such as BP or Shell try to project an image that deflects from the main purpose of their activities.
Advertising focuses on certain aspects of the company to shift the agenda away from those elements they not not want publicising.
In mature advertising marketing, with well-established brands, the purpose of most advertising is to remind loyal customer their goods. For example Coca-Cola which show new versions which have a familiar theme to them which are generally aimed at reminding consumers about the brand's values and persuading them to keep buying the goods.
The most common reason for the use of mass media within advertising is so that they can gain coverage to generate awareness. Advertising also tries to stimulate and motive people to find out more about a service or good. This is especially with TV advertising.
Summary:
Advertising is only one element of the marketing mix. It works in conjunction with others such as pricing policy, distribution, and changes to the products or service, such as packaging. All of these elements work together to convey the brand's values.
There are reasons why advertising is used by marketers, but three fundamental ones are:
- to improve the long-term profits generally by increasing sales
- improve the image of the firm or organisation
- affect behaviour
- The Advertising Handbook- Sean Brierley- Book
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