NANDINI BHARDWAJ

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SECTION D
1) How can advertising add to the identity of the company? Do you think that
advertising is better than other promotional tools? Why?
Awareness

Companies use advertising to make customers and prospects aware of the features and
benefits of their products. If customers are not aware of your product, they will not consider it
when they next make a purchasing decision for the type of product you offer. Advertising
puts your product into the consumer’s set of choices.
Brand Preference

Advertising can build a preference for your product over competitors’ offerings. Your
advertising messages must reflect the information that customers feel is important when
choosing a product. It must also stress the quality of your product. By advertising regularly,
you can reinforce the brand messages so that your product becomes first choice when the
consumer next makes a purchase.
Direct Sales

Use direct response advertising to sell products directly to customers. The advertisement
includes details of the product and its price together with a telephone number or website
address where customers can order the product.
Retail Development

Advertising details of retailers or distributors that stock your products builds sales by driving
traffic to the outlets. The advertisements can provide information on retail outlets or promote
special offers available at those outlets. This type of advertising can also help you promote
your products to distributors and retailers.
Lead Generation

If you market products and services through a sales force, you can use advertisements to
generate leads for the team to follow up. Include a response mechanism in the advertisement
such as a reply coupon, telephone number or email address so that customers can register
their details in return for an incentive offer. Examples of incentives include free copies of
special reports for business customers or gifts for consumers.
Reputation

When a prospect is selecting a supplier for a major purchase, company reputation is an

important factor in the decision. Use advertising to build a positive perception of your
 NANDINI BHARDWAJ
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company. Reputation or corporate advertising communicates messages about factors such as
your company’s achievements, financial stability, market success and innovation record.