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Role of advertisements in marketing

Marketing is defined by the American Marketing Association as the activities the activity, set of institutions and processes for creating, communication, delivering and exchanging offerings that have value for customers, clients, partners, and society as large. “Advertising is the means by which goods or services are promoted to the public” (Julian Petley) . The sole goal of advertisements is to increase sales of these goods or services by drawing peoples attention to the goods and therefore it plays a huge role in marketing in any company.

In the early 1960s professor E Jerome McCarthy suggested that the marketing mix contained 4 elements which are product, price, place and promotion. Advertisement has its roots way back in the eighteenth centuries where mainly slaves were advertised for sale or the capture of escaped slaves. It was then adopted by companies but was relegated to the back pages of newspapers. By the 1920s advertisements for goods had caught on and rose from about $200 million in the 1880 to nearly $3 billion in the 1920s.

advertisenments has since grown massively with the spending growing so many times more and with the technological advancement, the advertising scene has really changed. With the technological advancements advertisements has

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evolved too and reach millions of people. Internet has also propelled advertisement to higher levels in terms of coverage as it can reach the whole world. Compared to before when it was mainly through newspapers, there are now billboards that attract attention, TV, print media, and even through the phone industry however annoying as it may be.

Advertising therefore is just part of the broader marketing activities that is supposed to give customer satisfaction through exchange of needs satisfying products. There are various reasons for advertisements: • One is to bring a product or a company to the attention of the potential clients. A new company is advertised to announce its presence in the market and for people to know what services it will offer. New products are advertised to get attention from potential client and also existing clients of the company • The other reason for advertising is to increase sales during slow periods.

If a company is experiencing slow times it may choose to advertise to persuade people to purchase their product. • The other reason is to improve a company image. This is referred to as branding Advertisement is not only meant for sales to create positive, distinctive and readily identifiable brand images for their products. For example Coca Cola is a brand name that is easily recognizable. • To maintain the market share. In the already saturated market place, some already established companies keep on advertising to induce the present customers to buy more and this helps the company in maintaining its market share.

Marketing has become more complex than before because in the past it was just mass advertisement to reach the general population but now it is more defined to reach a target group. Through market research the marketing department is able to come up with an advertisement that appeals to a specific target group which persuades them to buy the product. Also the advertisements have to keep up with the changing trends and cultures of the targeted group. The advertisements therefore try to communicate to the target group how the product is suited to their particular taste or culture.

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