IMPACT OF ADVERTISEMENT ON CONSUMABLE GOODS
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IMPACT OF ADVERTISEMENT ON CONSUMABLE GOODS
CHAPTERONE
INTRODUCTION
1.1 Background of the Study
Communication is required to reach target markets at a reasonable cost. Advertising is only one of several methods for reaching out to potential customers. It may be too expensive and time-consuming to attempt to accomplish marketing with salespeople alone; in such cases, advertising may be recommended.
Advertising encompasses any acts involved in conveying to a group a non-personal, oral or visual, openly sponsored message about a product, service, or idea. This communication, known as an advertisement, is distributed through one or more media and paid for by a specific sponsor.
There is a significant distinction between advertising and advertisements. The advertisement is merely the message itself. Advertising is a process; it is a programme or a set of activities required to produce the message and deliver it to the intended market or audience.
Another point is that the public, market, or audience understands who is behind the advertising because the sponsor is clearly named in the advertisement. In addition, the sponsor pays the media outlets that broadcast the message.
These two elements set advertising apart from propaganda and publicity. Advertising is defined as non-person (or one-way) forms of communication that take place through paid media and are clearly sponsored.
Advertisers include not only commercial enterprises, but also fundraisers, museums, the government, and various social action organisations (NGOs) looking to promote their causes or programmes to a wide range of target publics, audiences, and markets.
Magazines and newspapers, radio and television, outdoor displays (posters, billboards, signs), direct mail, novelty items (pens, calendars), catalogues, directories, and ad circulars are all examples of advertising media.
Advertising serves a variety of purposes, including the long-term development of an organization’s corporate image (institutional advertising), the dissemination of information about a sale, service, or event (classified advertising), the announcement of a special sale (promotional advertising), and the advocacy of a specific cause (advocacy advertising), among others.
1.2 Statement of the Problem
The problems of this research study will be stated in the following question forms:
(a) Why do businesses employ advertising?
(a) To what extent have companies met their marketing performance objectives through the use of advertising?
(c) Why did the advertising strategy outperform the other(s) marketing mix communication?
1.3 GOALS OF THE STUDY
The research study’s aims include the following:
(a) Determine whether to advertise a new product or service in the market.
(b) Determine whether advertising builds a long-term product brand.
(c) Determine whether advertising reminds customers/clients where to purchase the products/services.
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