Why Use Advertising?

| Posted: 27-05-2008 | Views: 19 | Rating: (53)

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Advertising was initially used to stimulate demand when mass production resulted in a surplus of products. Advertising continues to be used to stimulate demand for a product but the methods of doing so have become so much more advanced. Advertising is used to ultimately increase the sales of a product or service. Although this may be an aim of the marketing activities of a firm, advertising should only be used to fulfill certain marketing objectives.

Advertising is very often used to strengthen or alter a brands image, in fact Channel once launched an advertising campaign to discourage sales from a lower social group as their long term profit relied on sustaining it’s up market image. Advertising is one of the key marketing tools to build a brand image through creating an appealing brand personality. In order to develop a distinctive and enduring brand image that consumers will remember and associate positive values with, advertising should be the choice for any company.

Advertising is the ideal marketing tool if you are aiming to create, strengthen or alter a brand image as it can position your brand, visually and aurally, adjacent to personalities that would fit with your product offerings and appeal to your target audience; such as sensitivity, bravery or humour.

Obtaining long term profits through strengthening a brand image is an achievable objective for advertising campaigns whilst direct sales proves one of the least effective aspects of advertising.

Apart from strengthening or altering the brand image, another key objective of advertising is to improve a firm’s corporate image by persuading the target audience that the company is trustworthy and reputable. Firms such as BP have often tried to use advertising for this purpose by projecting an image that deflects from the main purpose of their activities, they do this by building the company as a brand – through creative and powerful advertising. Image advertising can be used by firms to either change the attitudes towards their company, which may effect buying decisions, or to reposition the company to a different audience. In 2006 Walkers launched an advertising campaign to improve their company image, they used advertising imagery to associate their company with being health conscious with the aim to keep the custom of their now ‘waistline aware’ customers.

A third reason for the use of advertising, that is more associated with governmental campaigns is to change or alter the behaviors of people, for example healthy eating. This form of advertising is mainly about providing information to people that encourages them to sway towards a certain decision or direction. Health, fitness, anti smoking and dietary campaigns may all benefit by using advertising in this way. Advertising can achieve these changes in behaviour by not only developing hard hitting, creative and eye catching campaigns, but also suggesting to consumers that this new type of behaviours is acceptable and better for them, because they have been told about it from a reputable company or it has appeared on TV or in press. The mass media have been able to achieve this by integrating themselves in the everyday lives of consumers and have increasingly become an essential tool in directing us to behave in a certain way.

The most common reason to use advertising is to increase the awareness of a brand, to position and keep a brand at the top of the minds of their consumers. Consumers tend not to buy from a company unless they have heard about them and respect them. Advertising achieves this by reaching a large audience, positioning and targeting the brand so that consumers are fully aware of the brand existence. Advertising to generate and increase brand awareness is not designed to initiate an immediate response in consumers but is a method of growing a strong, reputable and recognised brand.

If your marketing objectives are to create and grow your brand image, to alter perceptions of your brand, to strengthen your company image or to change the behaviour or attitudes of a group of people, advertising should be one of your key marketing tools. Increasing brand awareness should be on the agenda of every company in order to help develop a long term profitable future, and advertising, whether print, online, press, TV or outdoor, should definitely be worth considering.

Skala are an International team of marketing consultants that provide practical solutions to grow your business through consultancy, outsourcing and a full range of marketing services. For more information about how Skala can become your ladder to success, please visit: www.skalamarketing.com

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