Functions of Advertising
FUNCTIONS OF ADVERTISING
1. Communication : Advertising is means of mass
communication reaching the masses. It is a non-personal communication because
it is addressed to masses.
2. Information : Advertising informs the
buyers about the benefits they would get when they purchase a particular
product. However, the information given should be complete and true.
3. Persuasion : The advertiser expects to
create a favourable attitude which will lead to favourable actions. Any
advertising process attempts at converting the prospects into customers. It is
thus an indirect salesmanship and essentially a persuasion technique.
4. Profit Maximization : True advertising does not attempt at maximising
profits by increasing the cost but by promoting the sales. This way It won‟t
lead to increase the price of the product. Thus, it has a higher sales approach
rather than the higher-cost approach.
5. Non-Personal Presentation : Salesmanship
is personal selling whereas advertising is non-personal in character.
Advertising is not meant for anyone individual but for all. There is absence of
personal appeal in advertising.
6. Identified Sponsor : A sponsor
may be an individual or a firm who pays for the advertisement. The name of
reputed company may increase sale or products. The product gets good market
because of its identity with the reputed corporate body.
7. Consumer Choice : Advertising facilitates
consumer choice. It enables consumers to purchase goods as per their budget
requirement and choice. Right choice makes consumer happy and satisfied.
8. Art, Science and Profession : Advertising
is an art because it represents a field of creativity. Advertising is a science
because it has a body of organised knowledge. Advertising is profession is now
treated as a profession with its professional bodies and code of conduct for
members.
9. Element of Marking Mix : Advertising
is an important element of promotion mix. Advertising has proved to be of great
utility to sell goods and services. Large manufactures spend crores of rupees
on advertising.
10. Element of Creativity : A good
advertising campaign involves lot of creativity and imagination. When the
message of the advertiser matches the expectations of consumers, such
creativity makes way for successful campaign.
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