Advertising is a marketing strategy used by companies and organizations to promote their products, services, or brand to potential customers or clients. It involves creating and delivering persuasive messages through various channels such as television, radio, print media, online platforms, billboards, and more. The goal of advertising is to inform, persuade, and influence the target audience to take a specific action, such as purchasing a product, signing up for a service, or supporting a cause. Effective advertising often involves a mix of creativity, research, and strategic planning to capture the attention and interest of the target audience and drive business results.
Importance of Advertising for a business organization:
Advertising is important for any business because it helps create awareness and promote the products or services offered to a broader audience. Here are some of the key reasons why advertising is crucial for business success:
- Reach new customers: Advertising allows businesses to reach a larger audience, which can help to attract new customers who may not have been aware of the business before.
- Increase brand awareness: Advertising helps to increase brand recognition and create a positive image of the business in the minds of potential customers.
- Generate sales: Advertising can be used to promote sales, discounts, and other special offers, which can help to boost sales and revenue.
- Maintain market share: Advertising helps businesses to maintain their market share by staying top of mind with existing customers and attracting new ones.
- Beat competition: In today’s competitive market, advertising is essential for businesses to differentiate themselves from their competitors and stand out in the marketplace.
- Build customer loyalty: Advertising can help to build customer loyalty by creating a positive image of the business and promoting its products or services as high quality and reliable.
Overall, advertising plays a critical role in the success of any business by helping to attract new customers, generate sales, and build brand awareness and loyalty.
Role of Advertising and its Impact
Advertising is considered to be a medium of communicating the presence of the offering in the market and finally convincing the consumers to make a purchase decision (Ivanovic & Collin, 2014). The American Marketing Association has defined advertising as “the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas.” An advantage of advertising as a medium of communication is that it can spread the message irrespective of the geographical presence of the target customers (P Kotler, 2002).
Blackwell, Miniard, & Engel (2005) and Philip Kotler (1992) highlighted the importance of the process of creating and designing the advertisement, which will finally make an impact and not on the monetary expenses incurred in advertising their products. Prior studies have demonstrated that the customer follows the multiple stages formed by the impact of the advertisement before the final purchase decision. Advertising is very significant at it serves as a channel of sharing information, built on a theory of knowledge of customers‘ feedback to the information being shared. Given the immense diversity and quantity of products and services being advertised, it is impossible to for a customer to retain all information and for it to influence their purchase. Consumer behavior (and psychology driving it) is determined by a number of cognitive, emotional, and behavioral aspects, including the advertising itself. The main objective of advertising is to secure customer‘s attention, assess the impact of advertising on their behavior, promote customers desire to acquire the advertised product, and then most importantly, convert this desire to the actual act of purchasing.
It is evident that advertising has an influence on the customer by the cognitive aspect. Senses, being the main aspect of primary cognition, are one of the most influential factors causing the impact. The prime objective of advertising is to induce feeling; in other words, it illustrates the way a customer is going to feel after obtaining the product. Another major cognitive aspect is perception. The feelings are usually aroused subconsciously, while cognition is considered to be a conscious process.
Consumers vary in their understanding and concern about the environment. Studies suggest that attention to product characteristics is driven by internal and external factors (Alba, Hutchinson, & Lynch, 1991; MacKenzie, Lutz, & Belch, 1986). Internally driven factors result from personal attributes such as customer values and prior beliefs. This also suggests that consumers who have strong beliefs (or concerns) about the environment are likely to pay more attention to the environmental attributes of products. Alternatively, externally driven factors are function of many variables such as advertisements, personal selling, and word of mouth. Thus, it is possible that consumers who do not have particularly strongly held beliefs about the environment may also be directed to pay attention to environmental attributes of products.
For print advertisements, there are many ways to attract the reader’s attention, including varying physical elements like font size, brightness, and highlighting complexity and novelty of product. (Berlyne, 1960). Making a particular product attribute physically prominent in the print advertisement, has yielded higher attention (Gardner, 1983). Additionally, Gardner (1983) found that attributes more prominently highlighted impacted the criteria used by the consumer to evaluate the product. This is important as that product evaluations have been known to impact attitude toward the advertisement and eventual purchase intent.
For citing this article; use:
- Mishra, N. (2019). Advertising impact on Brand awareness attitude and purchase intention for green and non green products an empirical stud.