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Advertising: Nature and Importance of Advertising

Advertising is a paid form of non-personal promotion used to expose products to a large market and encourage buyers to purchase them. The objectives of advertising are to establish brand awareness, develop positive brand attitudes, encourage purchase intentions, and ensure advertising continues to meet brand strategy goals. Advertising is important for both sellers and buyers as it introduces new products and brands, allows the government to promote policies and services, informs people of job opportunities, and helps educational institutions attract more students.

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1K views4 pages

Advertising: Nature and Importance of Advertising

Advertising is a paid form of non-personal promotion used to expose products to a large market and encourage buyers to purchase them. The objectives of advertising are to establish brand awareness, develop positive brand attitudes, encourage purchase intentions, and ensure advertising continues to meet brand strategy goals. Advertising is important for both sellers and buyers as it introduces new products and brands, allows the government to promote policies and services, informs people of job opportunities, and helps educational institutions attract more students.

Uploaded by

KrupalMehta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
  • Nature and Importance of Advertising: Discusses the concept of advertising, its objectives, and the importance of advertising in the modern economy.
  • Importance of Advertising: Explores the critical role of advertising in the world economy, its benefits to sellers and buyers, and its potential negative impacts.

ADVERTISING

Advertising is an art of influencing the customers through paid non-personal presentation to purchase and posses a product. It can also be defined as any paid form of nonpersonal presentation and promotion of ideas goods or services by an identified sponsor. The two main objectives of advertising are to expose a product to a large market and to encourage the buyer to accept the product.

Nature and importance of advertising


Nature Objectives of advertising:stablish advertising objectives to optimi!e performance of the product or service" and #eet advertiser needs. $% &ommunication effects are analy!ed and assessed for their ability to achieve 'pecified responses. (% )rand awareness objectives that enhance buyer empathy with the product or service are developed" evaluated" and determined. *% )rand attitude objectives that enhance positive buyer brand evaluation and distinguish rational

and emotional responses to brand attitude are developed" evaluated" and determined. +% )rand purchase intention objectives that encourage buyer purchase action are developed" evaluated" and determined. ,% -bjectives that achieve the re.uired effects for the product or service are developed and integrated to meet overall brand strategy and advertising objectives. /% 0roposed advertising objectives are assessed for their compatibility with advertiser needs for the development and execution of effective messages and advertisements that achieve advertising and marketing objectives. 1% 0rovisions are made for monitoring" evaluating" and adjusting advertising responses to ensure that these continue to meet brand strategy and advertising objectives. Im ortance of advertising:Advertising is of great importance in our world of competition. It is important for both seller and buyer. ven the government cannot do without it. 2irst" of all" advertising introduces new products to general public. 2or example" the public come to know about useful new medicines for some diseases. 3e often

learn about new machines for agriculture and industry for ads. Second!":Advertising introduces different brands of same product. Advertisement tells about .ualities of each brand and we can easily select. #or e$am !e:There are three different brands of bicycle produced by same company. T%ird!":4overnment can very profitably advertise its schemes and policies. It can tell general public what it might do for good of nation. #ourt%!":It is through advertisements that we come to know of new service jobs. 5ualified people apply for them and get adjusted in life. #ift%!":Advertisement is a dependable and effective means of expanding education and of bringing students to educational institutions. 'chools" colleges and universities advertise their classes" courses" and fees and attract students for admission. Advertising can also be harmful. 3hen advertisement misstates .ualities of their products" they

misguide public. 3hen manufacturers advertise harmful products like cigarettes" they da a disservice. Advertising is useful a6within proper limits. These limits &leary lay down by religion" law and our traditions.

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