Advertising is heavily focused on the analysis, planning, control, and decision-making activities of this core institution – ‘advertiser’. The field of advertising is made up of a system of interacting organizations and institutions, all of which play a role in the advertising process. At the core of this system are the advertisers, organization that provide financial resources that support advertising. The advertiser provides the overall managerial direction and financial support for the development of advertising and the purchase of media time and space, even though many other institutions are involved in the similar process.
Advertising is just like the other essential elements of the marketing plan, as amongst other marketing tools, advertising also can be used to attain the company’s objectives or its product or services can be refined. [adsense1]A brand manager needs to spend considerable time pinpointing the exact source of a brand’s poor sales before deciding that the core problem is inadequate or poor advertising or promotion. For instance, if research data indicate that consumers are trying the brand but are not purchasing it, it may well be that the firm’s advertising is successful but that the brand’s quality needs attention. The marketing plan thus should be based on the specific problems or opportunities uncovered for the brand. In addition to placing the advertising plan in the total context, the brand manager must also take care to develop a marketing program in which the components parts work in coordination, synergistic manner instead of cross-purposes.
Advertising, within the action-oriented communications play the following role;
One of the examples of advertising that has direct, action objectives is the advertising of retailers or retail advertising. The best retail advertisements are those that provide the consumer with a lot of specific information so that the customer can see immediately that he or she must indeed visit the store. It is not enough to say e.g. that the shirts on sale are available in various colors and sizes; it is much more action-inducing to list the exact colors, sizes and prices. Any piece of missing information would hinder the action.
A situation closely related to retail advertising is that of cooperate advertising, in which a manufacturer offers retailers an advertising program for the latter to run. The program may include suggested advertising formats, materials to be used to create actual advertisements, and money to pay a portion of the cost. It also often includes requests or requirements that the retailer stock certain merchandise quantities and perhaps use certain displays. By some estimates, almost one-half of retail advertising is some form of co-op advertising.
3. Reminder, Point-of-Purchase
Some times the primary role of advertising is to act as a reminder to buy & use the brand. The brand may be established and have a relatively solid, stable image. Reminder advertising then serves to stimulate immediate purchase and/or use to counter the inroads of competition. Firstly, the reminder advertising enhances the top-of-mind awareness of the brand, thus increasing the probability that the brand gets included on the shopping lists or gets purchased as an impulse item. Secondly, it can be used as specialty advertising, useful products given free to the customers that have the manufacturer’s name and related information printed on them.