The Role Of Advertisement In Business Development Essay

Advertisement is an important driver of business development. Businesses use advertisement to promote their products and services, while today the role of advertisement has changed since modern advertisements focus on the promotion of the brand and the target lifestyle that stimulates consumers to purchase target products and services. Nevertheless, advertisement still plays an important part in the successful business development because it helps companies to communicate with consumers and make consumers purchase their products and services.

In its essence advertisement is the promotion of products and services offered by businesses to their consumers, although the promotion may differ not only in content but also in the context and philosophy. What is meant here is the current transformation of advertisement compared to advertisement of the past. To put it more precisely, in the past, advertisement was the mere promotion of products and services offered by businesses to their target customers. Such advertisements were relatively simple and promoted advantages of specific products and services to make customers buying them.

In the course of time, advertisements became more and more complicated. The use of high tech became a norm for modern advertisements, whereas the wide use of celebrities became another popular trend to create effective advertisements. However, such changes and innovations made advertisements costly and more sophisticated compared to advertisements of the past (Moy, et al., 1999). Moreover, new advertisements focus on the promotion of the target lifestyle, which makes consumers buying specific products and services. For example, the promotion of the active lifestyle stimulates consumers to purchase sport products and services or the promotion of the posh lifestyle stimulates consumers to purchase expensive products and services belonging to the premium segment of the market (Peters, 2007). As a result, consumers do not just learn new products and services offered by businesses but also and mainly they develop the target consumer behavior that determines their choice of products and services.

Advertisement has a number of advantages that stimulate the wide use of advertisement in the contemporary marketing. As it has been already mentioned above, advertisement is one of the major drivers of business development because overall it stimulates the growth of sales and helps to shape the target consumer behavior.  The growth of sale rates is very important for any business but without advertisement it is extremely difficult to achieve a considerable growth of sale rates because the target customer group may simply remain unaware of the presence of certain products and services in the market. In this regard, advertisement performs the function of communication between businesses and consumers because they help businesses to communicate information about their products and services to consumers. Such communication helps businesses to expand their sale rates and shape the target consumer behavior. If consumers are aware of the presence of certain products and services in the market, they can make in favor of those products and services, if advertisement is effective enough to determine their behavior.

Furthermore, advertisement is a powerful driver of the creation of the positive brand image, while brand is an important marketing asset of any business in the contemporary business environment. In fact, advertisement today is not a mere promotion of certain products and services. Instead, today, advertisement is the promotion of the lifestyle and brand of businesses. Many companies attempt to create a positive brand image with the help of advertisement. For example, a company can use advertisement to promote its environment protection policy or sponsorship or a company can use advertisement to promote its socially responsible policy (Hart, 2004). In such a way, consumers change their attitude to the company under the impact of such advertisements. They start believing that the company is really concerned with the environment protection, whereas their behavior helps the company to complete successfully projects, which they support. For example, consumers may believe that, if they purchase a product from a company supporting environmental projects, then consumers support those projects themselves (Pine & Gilmore, 2007). However, in its essence such environment protection is just a marketing step based on advertisement since advertisement makes consumers believe that by buying products or services from the company they support environmental projects or perform other behavior that eventually leads to the purchase of the specific product or service. In such a situation, advertisement will never uncover consumers that they can participate in environmental projects, for example, themselves without the involvement of the company as a mediator because the ultimate goal of the advertisement is still the same and is to make consumers buying specific products and services. This goal is also the main advantage of advertisement because a good advertisement does make consumers buying those products and services.

Thus, advertisement plays an important part in the development of business because it helps to increase sale rates, form a positive brand image and influence the consumer behavior. Today, a good advertisement is the advertisement that influences the consumer lifestyle and shapes the consumer behavior in the target way.

 

References:

Hart, J.L. (2004). “Organizational Communication in an Age of Globalization: Issues, Reflections. Practices”. Business Communication Quarterly, 67(14), 34-41.

Moy, P. et al. (1999). “Media use and public confidence in democratic institutions.” Journal of Broadcasting and Electronic Media, 43(2), 137-142.

Pine, J. and Gilmore, J. (2007). The Experience Economy, Boston: Harvard Business School Press.

Peters, T. J. (2007). In search of excellence: Lessons from America’s best-run companies. New York: Harper & Row.

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[Accessed: November 25, 2020]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: November 25, 2020]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: November 25, 2020]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: November 25, 2020]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: November 25, 2020]