The finest products, the most attractive price tags, and the best marketing channels are of no mean if the target customers don't know the product; and the chances of product success is low. Effective marketing communication is crucial for the success of a product or a business. In marketing communications advertising plays an important role.
Role of Advertising in Marketing Communication
Marketing communications are the means by which organisations attempt to inform, persuade, and remind consumers about products, services, or brands. Marketing communications inform and make consumers aware about the availability of the product or service, about its usage, price and special offers. Marketing Communications attempt to persuade potential consumers to purchase and try the product. Marketing communications can also be used to reinforce experiences, or to remind consumers about their needs and their past experiences related to the product with a view to convince them for repurchases. Marketing communication also differentiate products in markets where there is little to separate competing products and brands.
Advertising is a paid form of a non-personal message communicated through the various media by industry, business firms, nonprofit organisations, or individuals. Advertising is persuasive and informational and is designed to influence the purchasing behavior and/or thought patterns of the audience.
The advertising message has to reach a billion people, speaking different languages, practicing many religions. Advertisers can reach their audiences through television, radio, cinema, print medium, outdoor advertising, sales promotion and the Internet. Hence, advertising is a form of mass communication.
Following are the steps that are required to be followed for development and execution of advertising :-
Following the above steps the client or marketer can effectively communicate its marketing messages with its target audience.