Question

Explain the role of 'Advertising' in marketing management.

Hint:

Advertising is a vital tool in marketing management, as it creates awareness, informs and persuades consumers, and contributes to the overall brand building and sales growth.

Answer 1

Advertising is an essential component of marketing management that aims to inform, persuade, and remind consumers about a product or service. It helps in building brand awareness, attracting customers, and influencing buying decisions. Below is a detailed explanation of the role of advertising in marketing management:
Step 1: Creating Awareness.
One of the primary functions of advertising is to create awareness about the product or service. Advertising introduces consumers to the product, highlighting its features, benefits, and how it can meet their needs. Through advertisements, a business can effectively communicate the existence of a new product or the availability of an existing one.
Step 2: Informing the Consumer.
Advertising serves as an informative tool. It provides detailed information about the product, such as its price, uses, advantages, and how it compares to competitors. By offering this information, advertising helps consumers make informed decisions, which increases the likelihood of a purchase.
Step 3: Persuading Consumers.
Advertising also plays a persuasive role by convincing consumers to purchase a product. It often emphasizes the product’s unique selling points, such as quality, price, or innovation, and creates a desire for the product. By appealing to consumers’ emotions and needs, advertising helps to influence their purchasing behavior.
Step 4: Enhancing Brand Image.
Advertising helps to build and maintain a positive brand image. Consistent and effective advertising campaigns can establish the brand’s identity and position it as a reliable and trustworthy option in the market. This helps build customer loyalty and fosters long-term relationships with consumers.
Step 5: Increasing Sales.
Ultimately, the goal of advertising is to drive sales. By effectively reaching the target audience and persuading them to make a purchase, advertising contributes to revenue generation. It helps businesses grow by attracting new customers and retaining existing ones, leading to increased market share and profitability.