Promotion Mix - Advertising

• We generally come across hundreds of advertising messages every day about various products and services.
• Advertising is a commonly used tool of promotion.
• It is an impersonal, paid communication by marketers (sponsors) to promote goods or services.
• Common modes: newspapers, magazines, television, radio.

• Paid form: Sponsor bears the cost of communication.
• Impersonal: No face-to-face contact; it is a monologue, not a dialogue.
• Identified sponsor: Done by a known individual or company who pays for it.

• Mass reach: Can reach a large number of people over a wide area (e.g., national daily reaching lakhs of subscribers).
• Enhances customer satisfaction and confidence: Buyers feel more comfortable and assured about product quality.
• Expressive medium: Use of art, computer designs, and graphics makes messages very attractive.
• Economical for large audience: Wide reach spreads cost, reducing per-unit cost of reach.

Adds to cost:

• Criticism: Advertising increases product cost, leading to higher prices.
• Response: It increases demand and production, bringing economies of scale and lowering per unit cost.

Undermines social values:

• Criticism: Promotes materialism and discontent; shows lifestyles without social approval.
• Response: Informs buyers about improved products; final choice rests with buyers, who buy if needs are satisfied.

Confuses the buyers:

• Criticism: Many products make similar claims (e.g., detergents, toothpastes), confusing buyers.
• Response: Rational buyers can compare factors like price, style, size and analyse information before purchase, though some confusion may remain.

Encourages sale of inferior products:

• Criticism: Does not distinguish between superior and inferior products.
• Response: Quality is relative to economic status and preferences; buyers purchase if products suit their requirements, and false claims can be legally prosecuted.