– Advertising for Consumers and Sellers –
A paid, and non-personal form of communication about products or ideas by an identified sponsor through the mass media so as to inform, persuade or influence the behavior of the target audience is known as advertising.
Advertising is directed to numerous people and not to one individual. That is why we call it non-personal. Advertising is communication about products or ideas.
Is advertising a good or bad thing? What are the pros and cons of advertising? It’s important to look at the repercussions of product or service marketing and how they affect an audience.
Pros of Advertising
Increase in Sales:
The principal object of the manufacturer in advertising his products is to promote the sale of his products.
Repetition of advertisements, the manufacturers cannot keep existing markets but are also able to expand the markets both by attracting more people to their products and also by suggesting new uses for them. Advertising is a helping hand to selling.
Supplementing Sales Technique:
It creates a ground for the efforts of the sales agents. When a sales agent meets its prospect, they have just to canvass for a product with which the consumer may already have been familiarized, through advertisements.
Advertising that results in large-scale production enhances sales turnover and encourages mass production of goods, the average cost of production reduces and results in higher profits.
Greater Dealer Interest:
Advertising creates demand by which every retailer gets an opportunity to share with others.
The retailers do have not to bother much about pushing up the sale of such products. Therefore, the evidence is more interested in advertised products. This is one good thing about Advertising for Consumers and Sellers.
Quick Turnover and Smaller Inventories:
A well-organized advertisement campaign creates A highly responsive market thereby facilitating quick turnover of the goods. Resulting, in lower inventories in relation to sales and being carried on by the manufacturers.
The innovation of cold tea and cold coffee for use during summer has helped in increasing the demand for these beverages even in that season.
Improvement in Quality:
Usually, goods are advertised under brand names. When a person is moved by the advertisement to use the product, they proceed with the hope that the contents of the particular brand will be better than the other brands of the same goods.
Or else, the sales may rise very high once but may drop very low subsequently when the consumer’s confidence in the quality of the product fails. This is one wonderful good thing about Advertising for Consumers and Sellers.
The Facility of Purchasing:
Purchasing becomes easy for consumers after advertising. Generally, the resale prices (prices at which the goods are to be sold by the retailers) are fixed and advertised. Thus, advertising offers a definite and positive assurance to the consumer that they will not be overcharged for the advertised product.
The consumer can make his purchases with utmost ease and confidence.
It points out and pays even more for certain products that appear to have higher utility to them.
If these products are available at the original lower prices, there will naturally be a certain amount of consumer surplus in terms of increased satisfaction or pleasure derived from these products.
Education of Consumers:
Being an educational and dynamic principle, the prime aim of advertising is to inform and educate the customers about new products, their features, prices, and uses. It also convinces them to adopt new ways of life, giving up their old habits and inertia and having a better standard of living.
Retail Price Maintenance becomes Possible:
Consumers are quite keen on getting quality products at stable prices over a period of time. Each consumer has his or her own family budget where he or she tries hard to match the expenditure to the disposable income for a socially acceptable, decent living.
Acts as a Salesman:
This is the reason that most of the retail organizations do not employ a large army of traveling sales agents, rather they are willing to spend on advertising which attracts consumers to the stores where the counter sales agents cater to their needs.
Ensures Quick Sales:
Every retailer having the stock of different producers needs a quick turnover. By bringing the wide range of these products to the notice of the consumers, advertising boosts up sales.
Faster sales imply specific advantages such as reduced capital look-up, reduction in losses of holding stock over a longer period, increased profits even by reducing the profit margin per unit. Further, advertising gives much leeway and freedom to better serve the needs of the consumers.
Change in Motivation:
Advertising has changed the basis of human motivation. While people of earlier generations lived and worked mainly for the bare necessities of life, the modern generation works harder to supply themselves with the luxuries and semi-luxuries of life.
Sustaining the Press:
For support and sustenance, the newspapers, periodicals, journals, look for advertisers, press, look to advertisements.
Encouragement to Artists:
Designing artists, writers to do creative work. They earn their living from preparing advertisements.
Encouragement to Research:
They undertake research and discover new products or new uses for existing products. Advertising puts forward this assurance and thereby encourages industrial research with all its advantages.
Cons of Advertising
High Price to Consumers:
Advertising increases the costs of the product. Customers have to pay a high price for the products heavily advertised. Companies do not forgo their profits.
Thus, business executives can earn more at a cost of customers. This is one bad thing in Advertising for Consumers and Sellers.
Wastage of National Resources:
In many cases, companies undertake rigorous advertising efforts without specific needs.
It creates unnecessary needs. Sometimes, it instigates people to buy unnecessary products. Consider this in Advertising for Consumers and Sellers.
It promotes materialism. It makes people mad about things, whether useful.
Fraud to Customers:
It has misleading/deceptive implications. Advertising has a little truth and a lot of false.
Erotic, Unrealistic, and Exaggerated:
It is difficult to justify the company’s claims made in an advertisement. Some claims or appeals are completely baseless.
Advertising appeals related to biscuits, tonic foods, and herbal and pharmaceutical products are far from reality.
It is erroneous to believe that advertisement is always useful to customers. In most cases, it benefits only advertisers, sometimes, even at a cost of buyers.
Creation of Monopoly:
An effective advertising campaign creates a permanent place for certain brands in the market. It blocks the entry of other competitors. A monopoly always has an ill effect on the buyer’s interest.
A compulsion to Customers to View, Read, or Hear:
It is a disturbance to people. Advertising carries a nuisance value.
Source of Confusion and Stress:
I am sure this post was really beneficial to you as you won’t have to border about the things behind advertising in the world of marketing.
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