Advertising as a marketing tool
Video: ADVERTISING AS A MARKETING TOOL 2024, July
Advertising occupies a special place in the marketing communications system. It is the most effective tool that allows the company to regulate the behavior of the buyer. Advertising is necessary to attract attention to services and goods, it creates a positive image of the organization.
Instruction manual
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The task of advertising is to support the marketing-exchange cycle in the enterprise. Such activities are divided into several areas. First, the work of marketers should be aimed at identifying and determining the size of the needs of consumers. Advertising as a marketing tool allows you to focus on needs, which helps to increase sales.
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Secondly, marketers must process the information and report to management structures. This will allow you to decide on the development of new products / services and on the improvement of existing ones.
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Thirdly, marketers must develop and implement a system that will inform future consumers about the properties of products.
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Advertising occupies an important place in the process described above. In market conditions, the task of advertising is to inform and convince customers of the need to purchase products.
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Advertising is involved in the exchange process. Its effectiveness depends on how high-quality the product is produced by the enterprise. Companies often spend millions on advertising, but fail in the market because their product does not meet the stated quality. Only if the product satisfies the needs of consumers, you can expect the success of the enterprise.
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A marketing specialist should develop an advertising message that targets a specific group of people. The audience is determined by conducting market research.
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The marketer must draw up a clear plan where the goals of advertising will be spelled out, the circle of people for whom it is designed, and the means of communication that are planned to be used to achieve the stated goals will be indicated. The specialist needs to consider budgetary constraints and adhere to the principle: maximum efficiency with minimum costs.
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To transmit advertising messages, the marketer has various tools. These are: time in the media, personal sales, holding various events and promotions, verbal advertising and sales promotion. Advertising in the media should fully comply with the advertising goals, use a minimum of human and monetary resources. Personal sales allow you to familiarize consumers with the product in detail.
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Publicity and the holding of events often do not even require costs, as the media include mention of such events in the news bulletins.
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Sales promotion is used as part of general advertising. The purpose of the incentive is to increase sales and capture additional market share. As for verbal advertising, it is difficult to control contacts between people. The only thing a company can do is to sell high-quality goods at an adequate price and attract a customer with first-class service.
