Advertisement

“Advertisement” is image management, (Junathan Gutman, university of New

Hampshire) and “image” is how customers feel about a product/organisation
its characteristics and it’s impressions over them, (Jain & Etgar, 1976).
According to these definitions advertisement is core element to the process of
integrated marketing communication. Because through advertising
organisation provide product information to its consumers, create awareness
by providing concise an overall view which remove misconception.

But good image required accurate information on accurate time at accurate

place, if these elements are consider properly then advertisement process will
attracts more customers and contribute in organisation/product growth.
Whereas information, regarding product/consumers selected /collected
inappropriately, of can damage its image and overall credibility of
organisation,

Means of advertisement
In current globalised business world, there are many static and dynamic,
printed and video, indoor and outdoor based means to advertisement. Most
effective are
• Television (Video, indoor)
• Magazines, newspaper,
• Paintings, billboards, internet,
• World of mouth, reference

This section of the report analyse the advantages and disadvantages of

advertisement to organisation and consumers.

Advantages and disadvantages of advertisement

Advantages:

1. introduce new product/service and support existing ones

Advertisement helps introduce new products/service in market and also
support existing products/service by making its consumers aware of sales
promotions and new offers. And in that way it contributes towards
organisation objective of profit maximisation.

2. Provide product information to its consumers

One of advertisement advantages is to provide consumers appropriate
information to make them aware of product/service usage, qualities,
application and benefits to get maximum output of product/service. That
information must be ACCURATE,
• Accurate
• Complete
• Cost effective
• Understandable
• Relevant
 • Timely
• And Easy to use/apply
So that after going through, consumers feel easy to make final decision to
purchase the product/service. Providing ACCURATE information through
proper mass media will win customer loyalty whereas inaccurate
advertisement will distract product/service image and create misconception
amongst its users.

3. Create awareness and remove misconception

Advertisement plays crucial role to make people aware about organization
product/service. Once accurate information is imparted to consumers by using
appropriate media to its users then they will be satisfied and all the
misconception will be removed. Once the misconception is removed then
users will confidently purchase product/service in large quantities giving
organisation more profit than previous.

4. Support company image

As in above heading it is explained how advertisement removes consumers
misconception regarding product/service characteristics, though it also
support company image by giving consumers awareness of their
product/service. That usage of it will make consumers life comfortable and
enhance their personality in the society.

5. Establish customer loyalty

6. Confirms availability and encourage to buy

7. Feedback from consumers
8. Motivate people of non commercial issues

Disadvantages of advertisement

Excessive Cost
Time consuming
Excessive advertisement may damage brand image
Misinterpretation of advertisement
False claims may cause compensation to organisations
References:
Thomas J. Reynolds. Jerry C. Olson, 2001. Understanding Consumer Decision
Making, Lawrence Erlbaum Associates Inc. New Jersey.
http://www.buzzle.com/articles/advantages-disadvantages-advertising.html