ADVERTISING

FUNCTIONS
 PRIMARY FUNCTIONS
• Inform about product
• Increase in customer base – new customers,
other company’s customers, non-users turned
users
• Increase in primary demand- e.g.
milk/eggs/meat
products/vegetables/gold/diamond
eg. National Egg Co-ordination Committee
• Reducing time between purchases- stock
before runs out – e.g. toothbrush, refrigerator
deodrant
• helps in identifying products and
differentiate from others-
features/time/availability
eg. Hyundai Vs Maruti Suzuki ( EON Vs Alto 800)
• Increase in product usage – variety of uses
and more frequency
Neutella spread, Kissan sauce
• Establishing credibility
• Increase recall value of product -
eg.- Fevicol, Tata Namak, Tide
• Change in customer’s views and perception-
eg. Ford service cost
- Replacing sub parts and not whole
- Availability of genuine parts via distributors
- Train dealerships to convey the same initially
- Communicated via advertisements
 SECONDARY FUNCTIONS
• Low cost of contacting per person
• Develops mediums ( eg. Youtube skip ads)
eg. Horlicks ( mixes in 5 seconds)
• Reach to customers left by salesmen
• Neutralizes competitive advertising
 SOCIAL FUNCTIONS
• Improvement in lifestyle
• Awareness among rural people
• Creates employment
• Awareness about dangerous health problems
• Important notifications of government