Role of Advertisement in Selling Commercial Goods

The word advertisement has been derived from the French term “advertir” which means softly “Advertising Age” a well known American journal defines advertisement as the dissemination of information concerning an idea, service or product to compel action in accordance with the intent of the advertiser. The functions of the advertisement are to attract attention; to stimulate interest to rouse desire and to secure action. Advertisement has now been recognised as a potent force for increasing sales. Production without selling is of no use. 

It is a liability rather than an asset for business enterprise to produce commodities which have no demand. Hence it is the endeavour of every businessmen to boost the sale of product which he manufactures. In order to achieve this objective businessmen have to evolve various methods of persuading people to have their products reached to them. Advertisement is the art of making yourself and your product known to the world in such a way that desire for buying that product is created in the people. Advertisement therefore is enevit for increasing the volume of sales. 

The sales are like an aeroplane and the advertisement is its petrol. If the petrol runs short, the plane will fall down. Advertising on the one hand enables continuous mass production and on the other informs the consumers about the goods, their merits and use and about the benefits and convenience the consumer would derive. While emphasising the urgency of advertisement it is rightly pointed out that “Modern advertising has made the luxuries of yesterday the necessities of today”. Advertisement enables the manufacturer to expand his market. It helps him not only in retaining the old markets but also in capturing new markets. Repeated advertisement carries a very forceful sales message to the prospective customers residing even in remote and inaccessible areas. 

Through advertisement both buyers and producers may minimise the importance of the role of middlemen. It causes increase in per capita consumption of things. Advertisement helps in the replacement old. Habits and traditions by newer and better methods and goods. It may educate the consumer in the new products or in existing product. By maintaining steady demand for a particular article it ensures continuity of production on a large scale. Advertisement introduces the name of product which is guiding them towards the improvement of living through better buying. The producer thus earns good will and secures large repeated sales cost of bringing out newspapers, magazines TV programmes and dramas, and radio programmes is met by the advertisement published, telecasted and broadcasted there in. it helps in reducing the cost of the newspapers and magazines and thus makes them available with in common man’s reach.

Advertisement promotes larger consumption increased production and greater employment opportunities. This further reflects into lower price, better quality and greater variety of goods to the consumers. Advertising ensures better and happier living. Advertising is perhaps less competitive tool than many other tools. Advertising is now an accepted power in the business world. It has no longer to make an excise itself. It has become a great social force. While it involves expenditure, business men all over the world have found that advertising is an effecting and profitable investment. Successful advertising helps manufacturer sales and in so far it does this. It also helps to increase the production of commercial goods.