What is function of Advertising?

Answer 1

Advertising has become an essential marketing activity in the modern era of large-scale

production and severe competition in the market.

It performs the following functions:

(i) Promotion of Sales :-

Advertising promotes the sale of goods and services by informing and persuading the people to

buy them. A good advertising campaign helps in winning customers and generating revenues.

(ii) Introduction of New Products :-

Advertising helps in the introduction of new products in the market. A business enterprise can

introduce itself and its products to the public through advertising. Advertising enables quick

publicity in the market.

(iii) Support to Production System :-

Advertising facilitates large-scale production. The business firm knows that it will be able to sell

on a large-scale with the help of advertising. Mass production will reduce the cost of production

per unit by making possible the economical use of various factors of production.

(iv) Increasing Standard of Living :-

Advertising educates the people about the products and their uses. It is advertising which has

helped people in adopting new ways of life and giving up old habits. It has contributed a lot

towards the betterment of the standard of living of the society.

(v) Public Image :-

Advertising builds up the reputation of the advertiser. Advertising enables a business firm to

communicate its achievements and its efforts to satisfy the customers’ needs to the public. This

increases the goodwill and reputation of the firm.

(vi) Support to Media :-

Advertising sustains press. Advertising provides an important source of revenue to the publishers

of newspapers and magazines and the producers of T.V. programmes.