The Importance Of Marketing

Any product needs to be marketed to the consumers who look forward to that which creates a lasting impression at the product as well as emotional level. For all companies ranging from small retail organizations to big multinational companies, which strive to satisfy the customers, marketing is one of the critical functions which facilitate them compete in the market place, according to ‘Advertising and Promotion’ by Belch and Purani (2013). To achieve the same, these market-driven companies need to develop and maintain their relationship with customers. To appeal to the people, the company that offers the product or the service needs to get its ‘Unique Selling Proposition’ right and compel the audience to purchase the product or avail the service. The companies use advertisements to serve that purpose.

The advertisements are designed to suit the type of product, cater to the need of the people and connect to them psychologically. While the advertisements need to be enticing, they should drive the consumer’s attention to the product or the service. As David Oglivy, the father of advertising puts it; a good advertisement is one which sells the product without drawing attention to itself.

When the advertisements are being broadcast to the target audience through the various media, the right channel or sometimes more than one channel is chosen. The best designed advertisements; coupled with the right media for marketing the product, make the brand establish itself in the market. Once established, to maintain their hold in the market, companies constantly develop different advertising strategies to maintain an edge over their competitors.

The concept of advertising holds well not only for consumer goods or services, but for people als...

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... more than one type of communication is required to achieve the targets set. A huge chunk of the company/ seller’s budget is generally allocated towards communication.

One of the most popular, far-reaching and successful means of promoting and marketing a brand amongst the existing customers and also attract new ones is advertising. In the book - “Strategic Brand Management”, by K. L Keller – it was mentioned that advertising increased sales of companies such as Coca Cola, Gillette and Heinz even during recession.

According to the quote of an American advertising executive James Webb Young found in page 32 of the book, ‘What’s in a name? Advertising and the Concept of Brands by John Philip Jones and Jan. S. Slater, “advertisements are used to add ‘subjective’ values to the ‘tangible’ values to the product. Subjective values matter as much as the tangible values.”