Role of Advertising in Promotion of a Product


Advertising is a single component of the marketing process. It’s the part that involves getting the word out concerning your business, product, or the services you are offering. In short, the promotion of a product or your business.

Advertising and marketing are key elements in a company’s success. One cannot be used without the other.

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Let’s see these 5 roles of advertising in the promotion of the product:

1. Creating Awareness

One of the important roles of advertising is to create awareness of the product or services such as brand name and price. The awareness of the product or services can be created by highlighting the unique features of the brand. Nowadays, due to intense competition, it is not just enough to create awareness, but the top of mind awareness is needed. You have to be unique enough to make sure that the customers remember your product/ service or your brand.

2. Information:

Advertising helps to inform the target audience about the product. Providing information is closely related to creating awareness of the product. Potential customers must know about a product, such as product features and uses.

Product information is very much required, especially when the product is introduced in the market, or when product modification is undertaken. Proper product information can help consumers in their purchase decision.

3. Persuasion:

When business firms offer similar products, the firm must not only inform the customers about the product’s availability but also persuade them to buy it. Through persuasive messages, the marketers try to provide reasons regarding the superiority of their products as compared to others available in the market. Persuasion can be undertaken through creative advertising messages, product demonstrations at trade fairs, offering free gifts, premium offers, and organizing contests.

4. Brand Loyalty:

Advertising helps to develop brand loyalty. Brand loyalty results in repeat purchases and favorable recommendations to others by existing customers. Sales promotion, effective personal selling, timely and efficient direct marketing, and other techniques help to develop brand loyalty.

5. Brand Image:

An advertiser helps to develop a good image of the brand in the minds of the target audience. There are several factors that can be of help to the audience. There are several factors, such as the character of the personality that endorses the brand, the content of the advertising message, the nature and type of pack­aging and the type of programs or events sponsored, that can help to develop the brand image in the minds of the target audience.

6. Counter Competitors’ Claims:

The marketer may counter the claims made by the major competitors. For instance, competitive advertising is undertaken to counter the claims made by competitors either directly or indirectly. With the help of creative advertising, marketers can claim the superiority of their brand. The marketer may also undertake aggressive sales promotions to counter the competition in the market.

7. Expansion of Markets:

Successful ads result in the expansion of the markets. A marketer may intend to expand markets from the local level to the regional level, from the regional level to the national level, and from the national level to the international level. For this purpose, the marketer may undertake various techniques of promotion.

8. Educating the Customers:

Promotion may be undertaken to educate customers. For instance, some of the advertising is undertaken to educate the audience regarding the use of the product, handling operations, and so on. Public awareness campaigns also educate the public regarding the negative effects of noise, air and dirt pollution, social evils, and so on.

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