Advertising
as defined by Belch and Belch is any paid form of non-personal communication
about an organisation’s product, service or idea about an unidentified sponsor.
Advertising in other words is defined as any form of non-personal presentation
and promotion of ideas, goods and services through the mass media and with an
identifiable sponsor (Bovee, 1992).
Advertising
helps to create awareness, generates income, enhances sales promotion, sustain
the interest of customers, establishes image of a product among other important
factors for an organization. Advertising is a contributory factor to the success
of most organisations.
Sometimes,
one wonders why a big company like Coca Cola who has conquered the market with its
products continues to advertise. Shawna Fennell referred to the book “Steal these
ideas: Marketing secrets that will make
you a star” by Steve Cone on her blog page. The book discussed six reasons why
a company needs to advertise.
A
company continues to advertise to remind existing customers why they are
customers. Sometimes, a company’s customers forget them and why they love them. Advertising therefore serves as a reminder to
old customers why the company is an amazing one and to make new customers.
Also,
beyond the fact that you may have seen a lot of adverts of a particular product
does not mean another has for instance on the creation of awareness of a company’s
new product or change in price of a product. Presumably, a twelve year old girl may not
have heard of the company’s new product, hence the need to keep pondering their
messages through advertisement.
Often
times, such companies have typical commodities that can easily be replaced by
another brand’s similar product hence the need to advertise to stay top of mind
of consumers.
Again,
loss of mind share results in loss of market share. Building brand awareness through
continuous advertising is always very good way of sustaining the interest of
the company’s customers.
There
is also the case of building brand equality due to the brand recognition a
company like coca cola gains in the event of selling the company. They would
gain a better deal due the brand which has become popular due to advertisement.
Finally,
big companies continue to advertise to appeal to a new market, inform and
invite enquiries from consumers.
The above
points clearly outline important reasons why big companies like Coca Cola must
continue to advertise.
REFERENCES
·
Bovee
(1992) How Advertising works.
Michael A.
Belch and George E. Belch (2008) Advertising and Promotion: An
Integrated Marketing Communications
Perspective
Shawna
Fennel (April 2009) Essential Reasons To
Advertise.www.practicalecommerce.com/blogs/post
