Below is a perfect, exam-ready, full-marks answer on Role of Advertising in the Marketing Process, written in simple and detailed language with examples and points.
---
? ROLE OF ADVERTISING IN THE MARKETING PROCESS
(Complete descriptive answer for BBA/MBA/Commerce exams)
Advertising is one of the most important components of the marketing process. Marketing involves identifying customer needs, creating products, pricing them right, distributing them, and promoting them. Advertising supports the promotion function and acts as a bridge between the company and consumers.
Advertising communicates information, influences buying behavior, strengthens brand loyalty, and supports all other marketing activities. Without advertising, companies cannot create demand, build brand identity, introduce new products, or face competition effectively.
---
1️⃣ Creates Awareness (First Step of Marketing)
Marketing starts with awareness. Advertising informs customers about:
New products
New features
Prices
Availability
Example:
When Apple launches a new iPhone, the first step is heavy advertising to create awareness globally.
---
2️⃣ Supports Product Positioning
Advertising helps create a unique place for a product in the minds of customers.
Example:
Dove → gentle beauty soap
LUX → glamour and celebrity
Colgate → trusted protection
This positioning is essential for successful marketing.
---
3️⃣ Stimulates Demand (Demand Creation)
Advertising increases customer interest and encourages people to buy.
It helps in:
Primary demand (for entire product category)
Selective demand (for a specific brand)
Example:
Maggi ads create hunger appeal and increase the overall demand for instant noodles.
---
4️⃣ Helps in Market Expansion
Through advertising, companies can enter:
New cities
New regions
International markets
Example:
SHOKESH INDIA running ads on social media helps gain customers across India and even the USA.
---
5️⃣ Supports Sales Force and Personal Selling
Advertising reduces the workload of salespeople by creating brand familiarity.
Benefits:
Sales team does not need to explain basic features
Customers approach salespeople with prior knowledge
Sales cycle becomes shorter
Example:
Car sales executives easily convert customers because they already saw TV ads.
---
6️⃣ Builds Brand Image and Goodwill
Advertising helps develop trust and long-term brand value, which is essential for marketing.
Example:
Tata, Amul, and LIC have strong brand images built through years of consistent advertising.
---
7️⃣ Gives Competitive Advantage
In competitive markets, advertising helps a company stand out.
Example:
Pepsi vs. Coca-Cola campaigns
Jio vs. Airtel marketing wars
Advertising differentiates products even if they are similar.
---
8️⃣ Facilitates Product Launches
Whenever a new product enters the market, advertising plays the biggest role in introducing it.
Example:
NYKA launches new cosmetic products using advertising through influencers and Instagram ads.
---
9️⃣ Educates and Informs Customers (Marketing Communication)
Advertising gives important information such as:
How a product works
Why it is better
Where it is available
Price and offers
Example:
Insurance ads educating people about financial safety.
---
? Helps in Pricing Strategy
High advertising investment supports premium pricing.
Brands can charge more due to perceived quality created by ads.
Example:
Apple, Nike, and Rolex maintain premium pricing due to strong advertising.
---
1️⃣1️⃣ Helps in Distribution and Channel Support
Advertising influences:
Wholesalers
Retailers
Distributors
When consumers demand a product due to ads, retailers automatically stock it.
Example:
Retail shops stock Surf Excel because customers ask for it after seeing ads.
---
1️⃣2️⃣ Supports Customer Loyalty and Repeat Purchase
Reminder advertising helps customers choose the same brand again.
Example:
Nescafé reminder ads maintain consumer loyalty.
---
1️⃣3️⃣ Improves Marketing Planning and Strategy
Advertising insights support:
Market research
Segmentation
Targeting
Positioning (STP)
Promotion mix decisions
Ad performance helps marketers plan future campaigns.
---
? SHORT EXAM SUMMARY (Perfect to write in last minute revision):
Advertising plays a crucial role in the marketing process by:
