Relation of Advertising to Marketing

In the marketing process, a productÆs target audience is analyzed, and strategies are developed for reaching that audience. A productÆs features and packaging are generally tailored to appeal to its target audience, and the marketing mix is precisely formulated to strike the ôsweet spotö that will encourage the target audience to buy the product. Marketing can involve a number of ways to convince the consumer to buy, such as direct selling, promotions, publicity, and literature, but advertising is the keynote of the marketing process. It is the primary way that products are marketed, probably because it reaches the most people with the least intervention on the part of the seller. It has been defined as ôthe means of providing the most persuasive possible selling message to the right prospects at the lowest possible costö (ôPromotionùAdvertising: Introductionö). With advertising, the consumer is not only made aware of a product but is apprised of its functions, quality, and advantages over competing products. At the same time, subliminal psychological suggestion or overt persuasion is applied to convince the consumer to buy.

Advertising is the most valuable method of promoting a product, because it is more likely to go ôunder the radarö of the consumerÆs defenses. Whereas direct selling, promotions, and publicity make the consumer aware that he is being marketed to, advertising often does not. Advertising can come in the guise o

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the advertising emphasized product characteristics such as disposability and strength. Although the diaper had superior qualities, virtually no one bought Pampers based on that advertising campaign; the product languished on grocery store shelves and appeared to be going nowhere. However, when the advertising campaign was changed to include a family scene with a happy baby, the product flew off the shelves. The emotional component of decision-making has often been mysteriously overlooked in advertising, even though advertisers are well aware that consumers are people, and people have emotions that can drive them to buy or resist buying a product. The riskier or more costly the purchase decision, the more important the emotional component is, because it can offset the disadvantages of making the purchase: Emotions enter into all decision-making when trade-offs are made. Some academics forget this and view the consumer as an emotion-free calculating machine. Such a view has obviously no place in situations where the consumer acts simply on his or her feelings, but it is an impoverished view in any case. Many who do freely acknowledge the ubiquity of emotion can write nonetheless as if emotion were absent when it comes to buyin
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Approximate Word count = 1249
Approximate Pages = 5 (250 words per page)

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