Four roles of advertising
1. marketing
2. communication
3. economic
4. societal
1. Marketing:
•It is the process a business uses to satisfy consumer needs &wants through goods and
services.
•Particular consumer is target market.
•The tools include: product, price, place, promotion.
•These four tools are collectively called marketing mix or four P’s/7 C’s.
•it is a combination of factors that can be controlled by a company to influence consumers
to purchase its products.
2. Communication
•Consists of several related communication techniques: adverting, sales promotion, PR ,
personal selling,
•Adverting must persuade the customer with strong messages
•Ad informs and transforms the product.
3. Economic
• There are two aspects:
•A. It is so persuasive that it decreases the likelihood that a consumer will switch to an
alternative product, regardless of the price
•By analyzing the positive attributes the consumer makes a decision.
•B. Ad is a vehicle for helping consumers’ asses the value.
•It objectively provide value/price information
4. Social role
•Informs us about new products
•Helps us to keep informed of the feature of the new product
•Ads create demand for the Product.
•Sometimes it will manipulate people!
•It may dictate how people should behave
•The cumulative effects of ad can be overwhelming.
