Why do we advertise? – we advertise to communicate

Don Justice


Advertising is creating the awareness or making known the existence of a particular goods and services. Advertising makes a product popular among others through the use of newspaper, billboard, radio and TV.

Advertising does not function in a vacuum but in the market environment where several forces like consumer needs, business interests and government regulations are at work.

We advertise because we want to sell goods and services and also because we want people to buy. We advertise to announce the arrival of a new product as this allows people to choose which way to go.

Therefore, we advertise for the following reasons;

We Advertise In Order To Express Ourselves:

The notion of branding is actually liked by people, people like to wear certain brands and use it to express themselves. In a world with no advertising, there can be no brand. However, the results of advertising are not always immediate, especially if the main focus is branding or name recognition.

An immediate increase in sales can happen if there is a promotion or discount, but keeping these customers coming back is something that we need to focus on in going forward.

To Create Awareness For Our Content:

The force that drives a great deal of conversion and trust building these days is educational content- ebooks, seminars and blog post-advertising is a great way to help get the content found and consumed once you’ve gone through the effort to produce it.

We Advertise to Make More Sales:

Advertising works! Businesses that succeed are almost always strong. When you look around-you’ll find that the most aggressive and consistent advertisers are almost always the most successful.

To Announce a Price Change:

In Nigeria, there are varying prices; there are two or three prices for a product. One is television price for a product, supermarket price for a product. They all vary from the manufacturer to the consumer.

The trend has now changed suddenly as many manufacturers now have “recommended prices”.

To Educate Consumers:

Advertising can be informative and persuasive or both. The advertisement can tell the place where the goods or products can be found. The educational advertisements are necessary when a commodity, or service or an offer needs careful explanation.

To Challenge Competition:

There are so many competitive articles in the market this calls for challenge. Campaign could be arranged specially to take up challenge. Because a new product has been introduced into the market, challenges are frequently seen at some point of sales where premium offers free gifts.

To Remind:

Purchasing and repurchasing of goods is maintained by reminding consumers that the product they have always used is still there.

There is always need to remind the consumers the brand name, the use of catchy slogans and jingles are used. When we buy a product, we are not usually familiar even with their brand names, because of the remainder advertisement; the desired audience keeps promising to buy the advertised goods.

Remainder advertisement encourages us to act by purchasing goods.

We Advertise To Export:

Export advertising requires knowledge of national and traditional religion. Export and advertising without adequate market and media research can be costly failure.

To Make a Special Offer:

Offers abound in advertising. Incentives can be given to customers who bought the goods for which a campaign is launched. New products could be given out to encourage them buy more of that product.

To Test a Medium:

Some big advertisers prefer to test a new medium rather than rely on whether the goods will be expected or rejected.

TO Announce a Modification:

There could be deliberate changes in a product. This would be announced to the companies distributing it, retailers selling the product in supermarkets and consumers who would identify the products on the stand or shelf.

The attempts may be made to revive the sale of a product whose life cycle is warning too quickly or because of competition, detergents, toiletries, foodstuffs, confectioneries, and medicines, come under this.

To Sell Direct to Retailers:

Reputable departmental stores can sell their wares directly to consumers. The buyers can only buy directly from the company but most companies require their retailers to purchase the goods with the permission of distributors.

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