Advertising is a way of communication to encourage an audience for making purchase decision about a product
or service and conveying information to viewers. Advertising is a subset of the promotion mix, which is one of
the marketing mix's four Ps: product, price, place, and promotion. Advertising, as a promotional strategy, is an
important tool for raising product awareness and conditioning the mind of a prospective customer to make a
purchasing decision.
When it comes to making new advertisements, marketers have always responded to changing business demands.
Advertisements were limited to television, radio, billboards, and newspapers in the late 1980s. As the supply of
manufactured goods expanded as a result of industrialization in the twentieth century, the use of ads increased
greatly.
Consumer behaviour refers to how people choose what, when, where, how, and from whom to buy goods and
services. Advertising's primary goal is to influence purchasing behaviour; however, people's memories often
alter or reinforce this brand impression. A high-quality advertisement is more likely to persuade customers to
buy the product, whereas a low-quality advertisement would have the opposite effect.
Consumers have become so used to seeing and being exposed to daily advertisements in the twenty-first century
that they have forgotten the impact it has on their subconscious mind. Marketers are constantly trying to come
up with new advertising strategies that appeal to consumers, as well as new modes of advertising to
communicate their brand's message to the final consumer. For today's product marketers, this has become a
battleground where advertising is used as a weapon to win consumers' love for their products.
Any organization's survival is dependent on two factors. First and foremost, sales of its product. To sell a
product, a company must develop programmes and procedures that will attract customers to the product; this is
where advertising and its techniques and tricks come into play. Advertisement becomes a key tool for an
organisation to raise awareness of its product and service while also influencing the minds of potential
customers. Second, holding and expanding market share, as well as increasing customer loyalty. The
competition in the market has increased manifolds as a result of technological innovation and the growth of the
Indian economy, forcing companies to employ various marketing strategies in order to capture the attention of
the masses and generate interest in the company's offerings. Every marketer wants to capture a piece of market
share in order to ensure their company's survival, and they use a variety of strategies to do so.
In today's brand wars, developing a brand and adding value to it necessitates extensive planning. Branding is
more than just the name of a company. It may also refer to a product, a pre-existing name for a new product, a
marketing campaign, a marketing slogan, or a logo. Brands play an important role in the development of
consumers' lives and the financial health of businesses. Advertisements play an important role in the rapid and
effective creation of brand value and brand equity components.
