The purpose of advertising is to inform consumers about your product and convince customers that a company's services or products are the best, improve the company's image, point out and create a need for products or services, demonstrate new uses for established products, advertise new products and programs,. A common purpose of advertising is related to direct solicitation or encouraging consumers to purchase goods and services from a company or organization. Messaging can be produced using different types of advertising media, such as newspapers and magazines, billboards, telephone directories, flyers and mails, or in electronic media such as the Internet, radio and television. Let's take a look at the main objectives and importance of advertising.
Advertising helps to inform the target audience about the product. Providing information is closely related to raising awareness of the product. Potential customers should be aware of a product, such as the characteristics and uses of the product. Persuasion can be carried out through creative advertising messages, product demonstrations at trade shows, free gifts, premium offers and organizing competitions.
For example, some advertising is done to educate the audience about product usage, handling operations, etc. In terms of advantages, advertising creates a sense of credibility or legitimacy when an organization invests in presenting itself and its products in a public forum. This type of advertising usually promotes a particular product or service, presents a new offer, or promotes an upcoming sale or event. This differs from public relations, which try to get free coverage of your product, service or company.
Another important objective of advertising is to create an image for both the product and the organization. This is done by emphasizing the distinctive features of products or services through advertisements. Knowledge of the product or services can be created by highlighting the unique characteristics of the brand. Distributors also prefer to store those products and services that are well advertised and that are in constant demand in the market.
Product information is very necessary, especially when the product is placed on the market or when the product is modified. Through persuasive messages, marketers try to provide reasons regarding the superiority of their products compared to others available on the market. Therefore, the basic objective of advertising is to create awareness in people's minds, about the availability of products and services and to influence them to buy them. If the product is not advertised, no customer will know what products are available and will not buy the product, even if the product was for their benefit.
As an example, if a company targets women professionals of young middle-aged women to sell beauty products, the person or team responsible for the media plan should evaluate what options each type of media offers to reach this audience. Organizations advertise in order to attract people's attention to products and services. Common methods of product advertising include comparative advertising, cooperative advertising, informational advertising, direct mail advertising, outdoor advertising, and point-of-purchase advertising.