Advertisement is not merely commercial device through the use of which business gets people to buy products. It is an informative and educational force that aids the consumer to form judgments on what to buy.’ Explain this statement.

Ans.

Advertisement as a Commercial Device as well as Informative and Educational Force

The main function of advertising is to increase the sales of the product by securing greater consumption, attracting new buyers and explaining new uses for a commodity in the form of a commercial device. It is helpful in sales promotion. It pursues to dealers to stock more and more advertised goods. Advertising helps dealers in the selling of goods. Advertising creates insurance for the producers’ business Producer became more confident. It protects producers from the competition. It increases goodwill. It ensures the producers against business risk. Producer earns a name as a producer of a qualitative product, new products can be launched successfully. Advertising helps in launching a new product and capturing a sufficient market share at the earliest. It convinces customers about the superiority of new products in comparison with other products in the same line.

Advertising helps salesman a lot. When a salesman meets a typical buyer, he gets support from the advertising because it provides information to supplement his massage. Advertising makes easier for salesman to sell advertised products. Advertising generate a feeling among the executives and the administrative staff that they are working with a well known concern. Executives become more enthusiastic. They tries to improve the product. Advertising is helpful in boosting the morale of salesman. Advertising in its broader sense must contain commercial function and convey adequately its purpose.” Advertising is a most efficient commercial device of reaching prospective customers.

Advertising informs the prospective buyers and consumers about the products and the producer. It offers a link between the producer and the prospective buyers who want information. Advertising serves as mass pursuader Advertising is B mass pursuation. It seeks to pursuade. Advertiser conveys adequately its purpose. Advertising provides necessary information about the product, producer, stockist etc. Advertising increases per capita use of commodity by repeating the desirable features. It is effectively used to increase the per capita consumption by describing new uses that may never have been thought by general user. Advertising informs educates and guides the customers and protects their interests. It informs consumers about the utility of the products and encourages them to purchase in large quantum. It creates confidence in the mind of customers with regard to quality of products. Advertising familarises the customers with the new products and different uses of the products. It increases customers satisfaction. Advertising provides relevant information about the availability of products, prices, utility and its relative merits. With the help of advertising consumers take decision on what to buy.

Advertising commits the producer for more turnover. It educates the consumers, supplements the salesman, convince the dealer to eliminate the competitors and above all it offers a link between the producer and the consumer. It surveys every sect of the business society- producers, consumers, mediators. Thus it can be concluded that advertisement is a commercial device alongwith information and educational force. It helps the consumers to take decision to purchase.

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