In the words of Jase Dow in his article ‘The Critical Importance Of Advertising ‘ he explains that ‘advertising is one of the many marketing tools that are used to attract attention of prospective customers to a business or its products or services’ .
He goes on to say that ‘the more effective an advertising campaign, the more customers it draws, and with greater frequency. To him, ‘advertising is part of the overall marketing strategy of a business, which includes public relations, promotional programs, signage, incentives, newsletters, and word of mouth, among other strategies’.
Undoubtedly speaking, advertising has become one of the major tools through which companies, institutions and other services providers sell their idea, products and services to clients, and consumers or target groups.
Among other things, advertising offers companies and institutions an opportunity to create awareness, increase awareness, introduce new products or services and sustain awareness. For a company or institution to be successful or otherwise , a large percentage points at how it prioritises advertisements. It therefore comes as no surprises that despite the numerous successes chalked by a renowned to brand like Coca-Cola, advertisement still remains key in their annual budget.
Regarded as the world's most valuable brand with billions of consumers in more than 200 countries worldwide, one may think there is no need for the brand to be advertised again. However, day in and day out, consumers are still exposed to different types of adverts from the Coca -Coca Bottling Company.
The reason is that, continues advertisement aid the company to introduce new products that will suit the preference of consumers. As a matter of fact, adverts serve as the preparing grounds for new products. To get potential customers attracted to a new product, advertisement is a major tool to use. It therefore came as no news that the company invested heavily in adverts when it introduced its Coke Light, which is for consumers mindful of their weight.
Furthermore, Coco- Cola still advertises because it helps them to inform its publics in changes in the prices, channels of distribution or in the product by way of any improvement in quality, size, weight, brand, packing. Whenever there is any change in of any of the above, it is through averts that consumers or retailers get to hear of it.
Again even though Coca-Cola is a household name when it comes to soft drinks , it faces stiff competition from brands like Pepsi and so on hence through continues adverts, they will able to sustain and persuade consumers on the need to stick with the Coca- Cola brand.
Another reason why Coca Cola continues advertises is to make the image of the brand still appealing in the market. According to communication experts, the ore people are exposed to something, the more they become conversant with it. In short, under competitive conditions, advertisement helps to build up brand image and brand loyalty.
In conclusion, according to marketing experts, adverts help neutralize Competitor's Advertising policies. What this means is that, when competitors are adopting intensive advertising as their promotional strategy, it is reasonable to follow similar practices to neutralize their effects. In such cases, it is essential for the manufacturer to create a different image of his product.
Reference
*A Definition of Advertising by Richard F. Taflinger -http://public.wsu.edu/~taflinge/addefine.html (Accessed on 18-9-2012)
*The Critical Importance Of Advertising - Jase Dow
* Cocacola.com (Accessed on 16-9-2012)
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