Functions of Advertising

Advertising performs a number of functions that benefit the manufacturer, the trader and the consumer alike. They may be grouped as follows.

A. Primary (marketing) functions

• Informing. Advertising tells buyers that a product exists, what it does, where and at what price it can be bought, and how it is used — especially important for a new product.
• Persuading. It builds preference for a brand, urges the buyer to switch from a rival product, and moves the customer through the stages of attention, interest, desire and action.
• Reminding. For a well-established product, advertising keeps the brand's name fresh in the buyer's memory so that it is not forgotten and repeat purchases continue.
• Creating and expanding demand. By making a product widely known and desired, advertising enlarges the total market and supports large-scale production.

B. Functions for the manufacturer/seller

• Introducing new products to a wide audience quickly.
• Building brand image and goodwill, so that buyers come to trust and prefer the firm's brand.
• Supporting the salesman, by preparing the ground so that customers already know the product before the salesman calls (an "advance agent" for the sales force).
• Facilitating large-scale production, since assured mass demand allows the firm to produce in bulk and reduce cost per unit.
• Meeting competition and defending the firm's market share.

C. Functions for the consumer and society

• Educating the consumer about new products, better ways of living and the choices available.
• Guiding buying decisions, by giving information that helps the buyer compare and choose.
• Raising the standard of living, by making people aware of new and improved goods. …