Advertising is riddled with myths and misunderstandings. It is simultaneously believed to be both immensely powerful and immensely wasteful, to increase economic prosperity and to be morally questionable” (Fletcher, 2010). While all these elements are completely true, in order to reach a more complete and more nuanced perspective of advertising, one needs to better understand the motivating factors that drive most companies. The motivations for companies to advertise are largely multifaceted. The simplest reason companies advertise is because they want to sell their products and advertising creates awareness of their product (Green, 2012). Advertising allows companies to “launch new products, increase their market share at the expense of rivals and recruit new staff. When a major company launches a new product, it is often promoted through multiple channels. In the course of a single day, you might learn of a product on the radio, at the shopping center, on posters, on TV and on the Internet” (Green, 2012). At the same time it’s definitely a balance; companies need to push their existing products so that they bolster their portion of the market and ensure that the products they already have are marketable (Green, 2012). As some experts in the field have pointed out, consumers often don’t have the loyalty that they once did; “The National Retail Merchants Association states: “Mobility and non-loyalty are rampant. Stores must promote to get former customers to return and to seek new ones” (moneymailer.com). As a result of the fact that the market is so competitive, companies need to hemorrhage money into their advertising budget in order to hold on to the customers they’ve already gotten, lest other companies attempt to woo them away. Furthermore, a big part of advertising has to do with the fact that nowadays “shopping around” and engaging in constant price comparisons is a common part of the buying process; as a company with a product that is competing today, one needs a strong advertising concept so that one stays in the mind of the consumer during this journey (moneymailer.com). This alludes to one of the other reasons that companies have to advertise. They have to advertise because their competition is advertising; in this case, a failure to advertise would indicate giving the competition the opportunity to get a hold over one’s consumers. Furthermore, “Advertising gives you a long-term advantage over competitors who cut back or cancel advertising. A five-year survey of more than 3,000 companies found
Another crucial aspect of advertising is the necessity of creating a brand image. “Companies also advertise to improve their corporate image — to create a favorable impression with the public. Industries that may suffer from a negative image, such as oil companies and power companies using nuclear energy, spend large sums to convince us that their safety record is good or that they care about the environment” (Green, 2012). One could argue that so much about consumerism is about trust: it’s about the consumer putting their trust in a product. Consumers are trusting that a product will do what it promises it will do and that a consumer will like a product and the product’s consistency and reliability. So much of this aspect of trust originates with the company and brand image. Another way of thinking about this is along the lines that: “In a competitive market, rumors and bad news travel fast. Advertising corrects misleading gossip, punctures “overstated” bad news. Advertising that is vigorous and positive can bring shoppers into the marketplace, regardless of the economy” (moneymailer.com).
While smart advertising can exist under a range of conditions, some of the most logical conditions are as follows. Firstly, product comparison can be a very effective means of advertising. “When trying to increase their market share, companies may directly refer to other brands and explain why the product advertised is superior” (Green, 2012). Consumers see this phenomenon all the time on commercials, where the voiceover or announcer will stress how their product is more wholesome, healthier, a better value or more reliable. This truly can be an incredibly effective form of advertising in that it anticipates the comparative thought process that the consumer goes through and calls the consumer out, explaining why he or she should purchase their product over another.
A situation which is less ideal, or rather more challenging, to advertise within is when one’s product exists in a marketplace full of comparable products. “For example, there are hundreds of different types of toothpaste on the market. Since these products are essentially similar many toothpaste companies successfully target their products at different groups of consumers, for example, young children, smokers, or people with sensitive gumsâ€¦ This is called positioning” (Green, 2012). Rather than feeling like the stiff competition between products is daunting and insurmountable, companies can use the presence of stiff competition as a means of highlighting the virtues and attributes of their product.
Rationale for Startups
Advertising is crucial for startups as they need to launch their name and their brand into the public consciousness. “A big example of the benefits of advertising is bringing potential customers to your store who might otherwise never know you exist. A storefront is only seen by people who walk past your door, but advertising can reach out to others in the surrounding towns and counties” (Keen, 2010). For start-ups, advertising is the equivlanet of extending one’s hand and saying “hello my name isâ€¦” Advertising for start-ups is the equivalent of making an introduction to the world and finding a way to put one’s name, brand and services into the public consciousness. This is crucial for a nascent company. For start-ups, the element of building confidence in one’s brand is completely essential and hard to do, particularly when no one has heard of one’s brand. Advertising can help bolster confidence in the minds of one’s public. “Business owners often don’t realize that one of the benefits of advertising is making potential customers feel more confident in a business they see advertised. It gives them the sense that the business is professional, stable and reputable” (Keen, 2010). The manner in which one advertises can have an impact on the element of confidence as well. For example, a radio spot seems far more reputable than a flier stuff under the windshield wipers of one’s car.
Rationale for Established Companies
The necessity of advertising is more complex when it comes to more established companies. The public is already aware of companies like Nabisco, Procter and Gamble and Toyota. The battle that these companies have that advertising can help them fight are ones related to staying fresh and staying relevant, and reminding customers that they already have as to why they should constantly be selected and reselected. The other part of the battle is reminding customers that they don’t have as to why they should jump ship and try their product over another brand. it’s too easy for established companies to forget that “Your market changes constantly. New families in the area mean new customers to reach. People earn more money, which means changes in lifestyles and buying habits. The shopper who wouldn’t consider your business a few years ago may be a prime customer now” (moneymailer.com). For example, according to the National center for Health Statistics, 5 million people will get married each year, almost one quarter of families will move and 4 million babies will be born (moneymailer.com). This clearly demonstrates how the market is rapidly changing, and how established brands need to bend and adapt to the changing market, the changing needs of that market, and the changing desires of that market. Furthermore, it seems as though each day, there’s a new brand on the scene that’s ready to compete and woo customers away. Established companies need to constantly remind their buyers about the relationship that they have, the trust that has been built and why their product is consistently even better. Furthermore, if any established company is bouncing back or recovering from a scandal or bad press, advertising can be the beacon by which one regains one’s footing. “In a competitive market, rumors and bad news travel fast. Advertising corrects misleading gossip, punctures “overstated” bad news. Advertising that is vigorous and positive can bring shoppers into the marketplace, regardless of the economy” (moneymailer.com). Advertising can divert the attention of consumer’s from a recent recall of cars, or a comparable product malfunction, emphasizing the positive aspects of their products and brand image.
In conclusion, today’s marketplace isn’t’ just competitive, it’s cutthroat. In order to exist, stay afloat and stay profitable, one needs to be able to effectively harness the tools of advertising to push one’s brand name and image over all others in a lasting and memorable way.
Fletcher, W. (2010). Advertising: A Very Short Introduction. New York: Oxford Press.
Green, J. (2012). Advertising. New York: The Rosen Publishing Group.
Keen, D. (2010, April 3). 10 benefits of advertising. Retrieved from Mademan.com: http://www.mademan.com/mm/10-benefits-advertising.html
Moneymailer.com. (n.d.). 10 Reasons to Advertise. Retrieved from Moneymailer.com: http://sites.moneymailer.com/mmdo/advertise.html
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
There is a very low likelihood that you won’t like the paper.
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY!!!
We provide professional writing services to help you score straight A’s by submitting custom written assignments that mirror your guidelines.
Get result-oriented writing and never worry about grades anymore. We follow the highest quality standards to make sure that you get perfect assignments.
Our writers have experience in dealing with papers of every educational level. You can surely rely on the expertise of our qualified professionals.
Your deadline is our threshold for success and we take it very seriously. We make sure you receive your papers before your predefined time.
Someone from our customer support team is always here to respond to your questions. So, hit us up if you have got any ambiguity or concern.
Sit back and relax while we help you out with writing your papers. We have an ultimate policy for keeping your personal and order-related details a secret.
We assure you that your document will be thoroughly checked for plagiarism and grammatical errors as we use highly authentic and licit sources.
Still reluctant about placing an order? Our 100% Moneyback Guarantee backs you up on rare occasions where you aren’t satisfied with the writing.
You don’t have to wait for an update for hours; you can track the progress of your order any time you want. We share the status after each step.
Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.
Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.
From brainstorming your paper's outline to perfecting its grammar, we perform every step carefully to make your paper worthy of A grade.
Hire your preferred writer anytime. Simply specify if you want your preferred expert to write your paper and we’ll make that happen.
Get an elaborate and authentic grammar check report with your work to have the grammar goodness sealed in your document.
You can purchase this feature if you want our writers to sum up your paper in the form of a concise and well-articulated summary.
You don’t have to worry about plagiarism anymore. Get a plagiarism report to certify the uniqueness of your work.
Join us for the best experience while seeking writing assistance in your college life. A good grade is all you need to boost up your academic excellence and we are all about it.
We create perfect papers according to the guidelines.
We seamlessly edit out errors from your papers.
We thoroughly read your final draft to identify errors.
Work with ultimate peace of mind because we ensure that your academic work is our responsibility and your grades are a top concern for us!
Dedication. Quality. Commitment. Punctuality
Here is what we have achieved so far. These numbers are evidence that we go the extra mile to make your college journey successful.
We have the most intuitive and minimalistic process so that you can easily place an order. Just follow a few steps to unlock success.
We understand your guidelines first before delivering any writing service. You can discuss your writing needs and we will have them evaluated by our dedicated team.
We write your papers in a standardized way. We complete your work in such a way that it turns out to be a perfect description of your guidelines.
We promise you excellent grades and academic excellence that you always longed for. Our writers stay in touch with you via email.