Stimulate demand: an activity that encourages consumers to purchase a product, aiming to increase sales.
Build awareness: an effort to make potential consumers familiar with a product or brand.
Reinforce brand image: a process of strengthening and communicating the desired perception of a brand to the market.
Advertising aims to increase product sales by stimulating demand, encouraging consumers to buy. It also helps to build awareness for a product among potential consumers, making them familiar with its existence and features. Additionally, advertising reinforces and communicates the brand image, ensuring that the market perceives the brand in the intended way.
Advertising serves as a strategic tool to drive sales, increase product visibility, and strengthen brand perception.
1. How does building awareness differ from reinforcing brand image in advertising?
2. Which of the following best describes the focus of advertising as a promotional activity?
3. How do advertising for informing consumers and advertising for persuasion differ in their primary objectives?
Reasons for advertising
To stimulate demand, build awareness, reinforce brand image.
Promotional activities types
Advertising, sales promotions, personal selling, public relations.
Who advertises
Manufacturers, retailers, government, charities, film producers, public.
Importance of advertising
Informs, persuades, communicates brand image, supports media and charities.
Advertising media types
Traditional: press, TV, radio, posters, flyers, cinema; Digital: internet, social media.
Additional promotional activities
Endorsements, celebrity/influencer marketing, product placement, sponsorship, publicity stunts.
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