By: Yuxuan Wang
Advertising is very important in the market; every company will invest a lot of money in advertising. I think it’s because of advertising’s many functions.
Generally speaking, advertising has seven functions, as follows:
Products, services and ideas are sold through businesses that are differentiated by their brand identities. Brand identity is communicated to the public via advertising.
Advertising supplies the necessary information to consumers so that they know what is available and where to buy it.
Powerful, visual advertising presentations compel consumers to purchase goods, services and ideas as a way to achieve emotional fulfillment. Persuasion is the core mission of advertising.
Previewing New Trends
Previews about the virtues of new products, services and ideas motivate consumers to obtain them because they don’t want to be left out.
The demand generated by advertising, public relations, and sales promotion “pulls” the goods or services through channels of distribution, notes “Reference for Business.”
Consistent quality advertising increases consumer loyalty for a product, service or idea.
Advertising displays consumer goods with competitive prices relative to the current market, thus educating consumers about what things should cost.
Amongst those seven functions, the persuasion function is the core mission of advertising. In short, this function is to sell products to consumers. But why do consumers buy those products after they see advertising, and what is the process of decision-making?
We can separate products into two groups: common products and luxury products. First, let’s talk about common products advertising. Many successful companies will use psychological hints in their advertising. For example, most people buy toothpaste not because toothpaste can give you white teeth, but because white teeth can make you more attractive. The key point is that advertising gives consumers a new “fact”: white teeth equals attractiveness. But the effect will not show in a short-term, because many people do not believe it. After a period of time, the advertising will give consumers a psychological hint, which will let consumers believe it is true. Then, they will buy it. When most consumers do not refuse this idea, it will become a “fact”. At the same time, the company earns money.
For luxury products, it is totally different that with common products, because luxury products just have a few numbers of consumers who can afford them. But those consumers will be the loyal consumers, because luxury products demonstrate those consumers’ higher social position and class. Also, luxury products have a lot of potential consumers who cannot afford them. Because rich people will give them purchase predisposition, when they can afford it, they will buy these luxury products because some of them want to – through buying luxury – prove their success and act as loyal consumers. So, most of luxury brands do not have very many slogans in their advertising because they do not need them.