What is the true goal of advertising?

This topic contains 13 replies, has 7 voices, and was last updated by  shelly vardekar 3 months ago.

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  • #1170
     Sarthak Brahma 
    Moderator

    Conventionally, the goal of advertising is associated with communication objectives rather than sales objectives. How far does this stand true in the present milieu?

    #1201
     Abhirup Bhattacharya 
    Keymaster

    Its all about sales !! Have never seen anyone advertising fr free…and those who do create disruptions in the market.

    Founder , Ideasmakemarket.com
    MBA Finance, NMIMS, Mumbai 2011-13

    #1703
     Avishek Dutta 
    Participant

    Advertising is a one way communication which has several objectives such as: awareness and knowledge of the product, it’s differentiation from other competitors and should show reasons for conviction in the minds of customers. Although it targets audience at different levels as per the product life cycle, it indirectly facilitates sales.

    #1706
     Sarthak Brahma 
    Moderator

    Good point regarding creation of disruption.

    Nicely put Avishek…quite agree

    #1780
     Abhirup Bhattacharya 
    Keymaster

    Good One 🙂 :mrgreen:

    Founder , Ideasmakemarket.com
    MBA Finance, NMIMS, Mumbai 2011-13

    #1835
     Mohana Kodipaka 
    Participant

    Advertising is part of marketing communication mix done basically to create attention/ awareness about the product to target  buyers. companies use advertisement as a means to build up a long term image with its customer base which will eventually trigger sales. Its main objective is to create mind share and build the conviction among the buyers to purchase the product. So advertisement i believe is a part of communication strategy which is in the first place designed to increase sales.

    #1860
     Abhirup Bhattacharya 
    Keymaster

    @mohana_kodipaka Is it also possible that a company engages in advertising but does not sell any product… for instance NGOs… or free mobile applications that are just focussed on collecting user data? :unsure:

    Founder , Ideasmakemarket.com
    MBA Finance, NMIMS, Mumbai 2011-13

    #1898
     Sana Shaikh 
    Participant

    @ABHIRUP_BHATTACHARCYA :Yes,it is possible for a company to engage in advertising without actually selling the product. Take for instance,our local newspapers that advertises numerous ads ranging from mobile apps, retails shops to NGOs and stuff like that. The newspaper company isn’t selling anything but from advertising such ads,it is earning a revenue.Plus, we are getting regular updates on new products available in the market.

    #1899
     Abhirup Bhattacharya 
    Keymaster

    @sana_shaikh – aren’t newspapers selling the news? In a different way to look at it, can we think that the advertisements are also part of the news?

    Founder , Ideasmakemarket.com
    MBA Finance, NMIMS, Mumbai 2011-13

    #1900
     Sarthak Brahma 
    Moderator

    This is an altogether different thing about newspapers whereby they are a medium of advertising. Newspapers themselves advertise in aggressive ways for eg.  Look here . If  one thinks about it, newspapers may be the closest field whereby advertising is pretty much closely related to sales. What say people?

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