Have you ever thought of a business with no concept of advertising lurking inside of it? Seems strange, huh? Well! It surely feels like a person with no physical appearance. The functions of advertising are not limited to just giving your brand exposure to the markets which you target for your business or spreading its influence, but also for spreading the word about the usefulness of your products and encouraging new customers to give your services and products a try.
Each function, the advertising boasts of, has its own limitations and is responsible for its own effects whether positive or negative. The effects and outcome of each of the function might be different but the ultimate goal of taking the company to success and the means of implementation are same. And that’s what makes advertising so much interesting to both, the business owners and the advertisers.
Functions of Advertising and their Effects
- Communicating a Brand’s Identity
The primary objective of any advertising strategy is to communicate the identity of any brand to its existing customers and to build relationships with new customers. Since companies are meant to act just like the face and name do for a person. Companies are the identity of any product and to help the people in getting the idea that a particular belongs to a specific company or that specific company has that much amazing product under its list of creations, advertising is put to good use.
This lets a brand getting distinction in a competition flooded market thus clearing up the way for the business to make strong emotional relationships with the customers. This relationship when passes the tests of years becomes the most valuable asset of that company.
- Supplying Information to Consumers
Advertising a brand out in the target market is the best way of informing people that what your brand is and surprising them by showing the enormous potential that your brand holds in it. And for that purpose, one can make use of any advertising medium so that he can broadcast the detailed features of a particular product in such a compelling way that people are automatically attracted to services and products which his company provides. Those details can be anything ranging from the price of that product to its color and size and it goes as far as the information about the store which holds that product in its “to be sold” category.
- Persuading customers to go for your Products
If your advertising strategy has got what it needs to compel the customers for purchasing your products, then surely there’s nothing that can stop you from doing business. Among the most obvious functions of advertising, persuasion belongs to the most important category, also. That’s why it is important for a business to create powerful and creative visual presentations with a strong action driving effect so that the customers get the feel of your company as a trustable and a reliable one.
This core mission tries to persuade the customers to buy your products by showing them off your products’ advantages and thus, makes them understand that their life will be much easier with that creation of yours. O’Sullivan says that images and ideas are an important part of advertising since those are what, which bring a meaning to it.
- Generating demand
Getting a feel in hearts of consumers that how easy it all will get with your brand and products to tackle many difficult tasks of everyday life and thus, ultimately leading to a rising demand for it. It is one of the most powerful functions of advertising since it lets you manipulate the consumers thinking to your advantage, therefore luring them to your business. Because of targeted advertising, a company is likely to get a refined customer base consisting of customers that are interested in buying only your product.
- Maintaining Customer Base
It is a fact that demand generation is the job of advertising but fulfilling that demand and keeping the customers happy with the product quality is the next most important thing that your company needs to care for. Yet there too, advertising comes in as a savior and keeps the confidence of your customer up by encouraging the purchasing activity. Moreover, the loyalty of the customers increases, in a pretty much similar pattern, as that of the quality consistency of the both the product and advertisements.
As already mentioned, the main objective of the functions of the advertising to seek out new customers and keeping the older ones loyal to you. And they are quite responsible in doing the job by keeping people bounded to your services by bringing out new information even about older products.
- Pricing Comparisons
Once you put an ad on any of the advertising media, it is very likely to be seen by hundreds and thousands of customers (and there are also chances for the number to grow up to millions and billions). This, along with the ads from your competitors helps the customers in making the comparison between your product and that of your competition. This comparison can be made on the basis of features, qualities, drawbacks and mainly, prices. Since price is one of the main factors that drives the customers purchasing activities.
This can be much of a golden chance for you as well your competitors in knowing the performance level of each other. You can get information about how your competitor is marketing its product. Moreover, the information about sales, promotional methods, and advertising campaigns can also be reaped from it. Therefore, the functions of advertising can assure you that your brand is getting the most out of its advertising strategies.
- Previewing New Trends
Whenever a new product hits the market, it is very likely that it will lead to the formation of a new and lasting trend. But how far it lasts depends on its features, the quality level of the advertising strategies meant for promoting it as well as the disturbance it causes in the current business levels of your competitors. You can think of it as a product unique of its kind starts getting a lot of sales, then there are huge chances that your customers will also try to jump right into the competition with their products.
So that’s how the functions of advertising let you preview the trends driven by the new products since these motivate the customers to go for them. With the help of advertising, it can get a lot more customers than it will actually be getting without it, because it lets you a way to promote your product using coupons, trials and many other types of offers. Previewing new trends are as important as to keep going with your existing product range since it’s the best way to keep an eye on rest of competitors and to struggle towards the ultimate product relating to that trend.