According to the Advertising Educational Foundation, advertising was set long before America was even colonized. Advertising carried out over by the Europeans in an organized form and started in the 16th century with billboards, posters and traveling salesmen. In the late 19th century, the idea of the brand name was pioneered. For a successful business, good advertising techniques are needed to promote that business’s products and services.
The marketplace today is highly competitive and fragmented; it is really difficult to stand out from the clutter of brands offering similar services. To succeed, a brand must differentiate and communicate. An integrated and diversified marketing communications plan is critical for success, and advertising is a key component of the media mix. Advertising showcases products and services, persuading the audiences to buy and accomplish the targeted sales. It creates awareness in the consumers about the company’s product to grow the business. Advertising helps in increasing sales by informing more and more people about the products or services being offer by any specific company. It is the behavioral effect of advertising which underpins the sales effect on the business which should be measured in order to judge the advertising.
Advertising helps in creating better brand image and to persuade customers to buy advertiser’s product, consumers in return are benefitted with advertising as they acquire knowledge and information about the product being advertised its price, distribution outlets, uses etc. Advertising is a mode of communication between the seller and buyer. It is a function of informing, persuading, and influencing a consumer’s purchase decision. Advertising is a medium of informing target market about latest changes in existing product line and about company’s latest brand line. Advertising strives to reinforce previous promotional activity by keeping the name of a product before the public. It is common in the latter part of the maturity stage and throughout the decline stage of the product life cycle.
Advertising can have a significant impact on the success of businesses, and a sizable industry exists specifically to conceptualize, create and distribute advertisements.