Advertising is an important part of marketing. Advertising is the dissemination of information among the masses in various ways in order to draw attention to the object of advertising, create interest in it or bring it to the market. More precisely, advertising can be called as one of the types of marketing activities that promote sales. Large enterprises often employ advertising specialist whose role is to stimulate production and manage sales trends. Their main focus is determining the volume of the advertising budget and questions of the volume of sales expenses. With the guidance of advertising specialists, designers develop brands that consumers’ remember and recognize. Without advertising, the future does not shine for marketing. In other words, advertising is the main tool for integrating market relations into the economic space.
The overarching strategic objective of advertising is to attract the attention of consumers to the services offered by the business, as well as to establish marketing communication. Based on the study of marketing experience, the following main objectives of advertising can be identified:
Inform
This objective stands for informing client groups about the object of advertising and creating interest in it. Advertising is used to inform consumers about new products, services, ideas on the market. In this case, it implies the introduction of goods on the market, as well as the search for mass consumers. The use of advertising in the early stages of production has a positive effect on the quick sales of the product and its high appreciation.
Persuade
To successfully promote the production of an enterprise, a prerequisite is the conviction of the superiority of products over other products and services. With the successful implementation of the subject's activities, for the consistent management of products, advertising has a positive effect on making the choice of consumers fall on this particular product among all others.
Increase in Sales
One of the main goals of advertising is to encourage consumers to make frequent purchases. As a result, it is envisaged to increase the number of retail outlets with products, as well as their free movement in the market.
Increase Consumer Demand
The increase in consumer demand for the advertised product contributes to an increase in the number of dealers in this product, as well as distributors who want to distribute it.
Brand Attachment
A successful brand designed for a product or service grabs the attention of customers for a long time. By convincing that it is possible to count on the long-term quality of the brand, the company will be able to significantly improve its image, as well as contribute to the recognition of its brand and logo.
Brand Recognition
One of the most important functions of advertising is to increase the company's awareness. This, in turn, encourages consumers to be attracted to brand’s other products or another production line in the future.
Source: Biznes Reklama newspaper, 30.11.2020
