Advertising promotes products and services that businesses are tying to sell. However, this is not the sole purpose of advertising. In addition to promoting a product or service, advertising serves multiple functions for the company and brand. These functions help companies achieve the ultimate goal: selling their products or services.
Informing
The most obvious purpose of advertising a product is informing. Through advertising, established businesses can announce new and existing products or services they are trying to sell to the public. Likewise, a new company can use advertising to inform the public about its business. Advertising is a strategy used to grab the attention of potential customers. Advertisements use language and communication techniques that appeal to consumers.
Influencing
In some cases, it is not enough to simply inform the consumer about a product. Therefore, influencing the consumer to buy the product or service is another important technique used by companies. By using strategic language or images in an ad, businesses can influence consumers to buy their product. Strategic language and imagery in advertising helps point out the strengths of a product or service, which can influence consumers' purchasing decisions.
Reminding
Another function of advertising is to remind consumers about a product or service. There are many brands within a specific product category and consumers may forget about or overlook some brands because there are so many options. By using advertising to remind consumers, companies can establish their product or service in consumers' minds.
Adding Value
Advertising adds value to a brand by influencing consumers to perceive the brand in a certain way. Advertising is influential by nature, therefore, different elements within an ad, such as the text and images, can be positioned in order to add value to the brand. For example, a car advertisement in a magazine may include text that emphasizes the high quality materials and labor used in making the car. This ad achieves the goal of adding value to the brand because it assures the consumers that it is a high-quality car. Advertising plays up the strong points of a product or service, which in turn adds value to the brand.
Assisting with Other Company Efforts
Another purpose of advertising is to assist with other company efforts. For example, without advertising, consumers may not hear about special promotions, such as sales and coupons. Advertising also assists salespersons because it educates consumers about the products before they get to the point of purchase. This is advantageous because it allows salespersons to spend more time on making the sale instead of spending time explaining the product to the consumer.
Tags: product service, value brand, products services, about product, adds value, adds value brand, advertising remind