Generally speaking advertising is a relatively low-cost way of conveying selling messages to numerous prospects, and is important in most marketing programmes.
It is used not only to stimulate demand but for many other purposes. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. It can force middlemen to stock the product by building consumer interest.
can help train dealers salesmen in product uses and applications. And it can build dealer and consumer confidence in the company and its products by building familiarity.
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The marketing management’s most frequent assignment in advertising is to stimulate market demand. By using advertising to ‘pre-sell’ customers—that is, to arouse and intensify their buying interest in advance—the management hopes to facilitate the sales—men’s selling task.
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While sometimes advertising alone may succeed in achieving buyer acceptance, preference, or even demand for the product, it is seldom that it can be solely relied upon.
Usually, advertising is most efficiently used with at least one other sales method, such as personal selling or point-of- purchase display, which is generally more effective in directly moving customers to buying action.
Effective advertising by a manufacture often arouses a consumer’s interest, but it will rarely send him to retail stores actively seeking the product.
However, when, in a store, an alert salesman or an attractive display calls his attention to the manufacturer’s product, the impact of previous advertising often helps in persuading him to buy.