ROLE OF ADVERTISINGROLE OF ADVERTISING

Simply put: Advertising exists to Simply put: Advertising exists to help to sell things.help to sell things.

It is mainly about brandsIt is mainly about brands It is mainly designed to create and It is mainly designed to create and

strengthen consumer impressions strengthen consumer impressions of the brandof the brand

Exception is public service Exception is public service advertisingadvertising

MarketingMarketing CommunicationCommunication EconomicEconomic SocietalSocietal

MARKETING-

The process a business uses to satisfy The process a business uses to satisfy consumer needs by providing goods and consumer needs by providing goods and servicesservices• Product categoryProduct category• Target marketTarget market• Marketing mixMarketing mix• BrandBrand

COMMUNICATION-

Can reach a mass audienceCan reach a mass audience Introduces productsIntroduces products Explains important changesExplains important changes Reminds and reinforcesReminds and reinforces PersuadesPersuades

ECONOMIC- Moves from being informational to Moves from being informational to

creating demandcreating demand Advertising is an objective means for Advertising is an objective means for

providing price-value information, providing price-value information, thereby creating a more rational thereby creating a more rational economyeconomy

SOCIETAL- Informs consumers about innovations and Informs consumers about innovations and

issuesissues Mirrors fashion and design trendsMirrors fashion and design trends Teaches consumers about new products Teaches consumers about new products Helps shape consumer self-imageHelps shape consumer self-image Perpetuates self-expressionPerpetuates self-expression