Gujarat BoardEnglish MediumSTD 12 CommerceOCMMARKETING MANAGEMENT5 Marks
Question
Explain in the detail the role of advertisement.
✓
Answer
Introduction :
Advertisement is the most popular means of market promotion.
Number of consumers are spread far and wide all over the world with potentiality to purchase products.
Advertisement is necessary to make them well informed regarding the product and to attract them to become desirous to buy the product.
Due to present era of technology, it has become quite easy to give message effectively regarding the product to the consumers in the country and across the border.
Advertisement is carried out not only through radio and television but also through the medium of internet with the help of website.
Product is advertised through various media.
Meaning of Advertisement :
Advertisement is a medium of expression for goods and services on the basis of payment in which advertiser’s identify is easily traced.
Products which have low demand in the market can get a push, advertisement can be done through TV, radio, dailies, magazines, interest etc.
Role of functions of advertisement :
Creates demand :
Public comes to know about the product through advertisement.
As a result demand of the product increase.
Various uses and the quality of the product are advertised.
E.g. tooth paste, washing power, cold coffee, soap, water filter etc.
After having known about the product, some consumers buy the product on experimental basis, which creates increase in demand.
Benefit of large scale production :
Demand of product increases through advertisement.
Business firm manufactures on large scale and lowers the cost of the product which increase profitability.
Due to the advertisement, product reaches large number of consumers and more benefit is gained against the expense of the advertisement.
Product awareness :
Through advertisement the benefit and special advantages are availed to potential consumers.
Moreover instruction of the usage of the product is given.
Special information is given if the product is useful for more than one usage.
Through advertisement manufacturer gives surety of quality product to consumers.
Competitors sometimes exhibits dissatisfaction of competitor’s product and create faith in his product.
Helpful in employment generation :
Due to the advertisement, demand of product or service increases and its production increases.
This creates more employment quite easily – above all this copy writes working in advertisement industry, advertisement distributors, film makers, board painters, board placers etc. get employment.
Betterment (up liftment) of standard of living :
Due to advertisement consumers are aware good and quality products.
And they increase the consumption of quality products and services.
Thus by using new modern quality products standard of living comes up, it is improves.
Daily routine functions are done speedy and easily.
Maintenance of quantum of sales :
Continuous advertisement creates lasting effect of new product in the mind of consumers.
Consumer is tempted to buy the product advertised.
In this way the quantum of sales in maintained.
To sustain and maintain the sales of the product in competitive market, advertisement is proved effective.
Through advertisement manufacturer maintains sale share.
Conclusion :
From the view point of trade and commerce advertisement has many advantages.
It has social importance too.
Government and many social institutions bring awareness through advertisement regarding girls education, use of latrine, environment and clean campaign, harm due to toxic items like tobacco, cigarette, ‘bidi’. Etc.
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