Role of Advertising in Promotional Mix

This report discusses the role of advertising in the promotional mix and how it helps in marketing, communication, economical and social roles. It covers the strategies for effective advertising and examples of how it can be used to promote products and services. The report emphasizes the importance of choosing the right advertising medium and measuring the success of the promotional strategy.

Role of Advertising in
Promotional Mix

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
In today's business world, it is needed to stay competitive by using different tactics in order to
reach wider audience. Advertising the product is one of the most crucial element of promotional
mix activity which helps in reaching the large number of audience by various channels in order
to build the awareness along with promoting by offering special offers. It helps in promoting the
product that may be found beneficial for the customers (Pounders, 2018). This report will cover
the role of advertising in promotion mix with some examples. It also covers how it help in brand
promotion of a newly launched product or service.
TASK
Every business enterprise wants to maximise its profitability and to minimise its
operating cost. There are various methods by which a business can increase its profit and one
those method is promotional mix. It is describes as the process that comprises of various
marketing method combinations such as direct marketing and public relation in order to achieve
the marketing objectives. Advertising is one of the important element of promotional mix
activity. It is a type of paid promotion which helps in promoting the product and made awareness
of product and service. Organisation make their products and their packaging attractive that
catches the attention of the customers along with setting a reasonable price. The process of an
effective advertising is discussed below.
 Pointing the target customer – The very first step involves in advertising is identification
of the target market. This set of people are taken into consideration in order to solve their
problem effectively as compared to competitors. Based on demographic, tradition and
culture, the company can easily target their audience. It consist of audience's occupation,
salary , age and gender (Bhatia, 2019). This also helps in understand the purchasing
power of the customers.
 Create an advertisement strategy – It involves the formulation of advertising and
promotional strategies in order to create product or brand awareness among the
customers. The company can easily reach to new markets and pin the target audience.
These advertising campaigns should align with its other promotional strategy. For ex – If
an automobile company wants to promote its luxury car segment then it should post their
advertisement in cars magazines.

 Draft the right message – It involves the message that the company wants to convey to its
target customers such as what makes the product worth buying. The message should
include the benefits of using that product and how it is unique as compared to other
products available in the market. For example – it may use like some specific material is
used in this product that other brands do not provide with that.
 Decide attractive offer – It is needed to decide the attractive offer for the customers alng
with creating an urgency in their mind. For example – a clothing store is selling its
products at 50% discount that will last for 24 hours. This makes the customers to think
and creates an urgency to buy before stock last or time.
 Choosing the right advertising medium – This process may make the product successful
or break. The company should focus on the available medium of advertising and choose
the appropriate channel in order to effectively promote the product (Rowell, 2019).
 Measure the success – KPI helps in measuring the performance and effectiveness of the
promotional strategy. In case of digital marketing, the company should make the insights
of clicks and profile visits of that company.
Following are the roles of Advertising in promotional mix
 Marketing Role - It helps in marketing the products and services of company. It is a
business process that focus on satisfying the consumer needs by producing the relevant
product. Advertising conveys the message to the customers and make brand awareness to
the customer. The customers can be aware by the product that company is offering
through various channels such as digital marketing and print media.
 Communication role – It fills the gap and creates a bridge between the company and the
customers. This helps in creating a mutual understanding between them and increases
brand loyalty. The message that the company wants to convey to the audience can be
transmitted through communication process. By this, the customer can understand what
the product is offering and is it worth to buy in order to satisfy his needs.
 Economical Role – It plays an important role in the elasticity of pricing for the products
and services. If the producing of the products is greater than the consumption, then the
level of consumption helps the customers about the options that they have (Wojdynski
and Evans, 2020).

 Social Role – It creates new trends of products and services that may bring the change in
the industry. As the demand is continuously changes so it is important to keep up to date
in order to face the future uncertainties and to serve with better products with reasonable
price.
CONCLUSION
From the above report it was concluded that advertising plays n important role in making a
product into brand. It is needed to opt the right channel that helps in promoting the product. The
promotional strategy helps in making the awareness about the products and its offerings. It also
involves that what is unique in product and how it can be beneficial post utilisation. It creates an
image in audience mind by frequently repeating the advertisement. It drives the company
towards the success and amplifies the business growth along with generating higher revenues. By
taking feedbacks the company can effectively improve their existing products in terms of quality
and standard.

REFERENCES
Books and Journals
Bhatia, T.K., 2019. World Englishes and global advertising. The handbook of world Englishes,
pp.616-634.
Pounders, K., 2018. Are portrayals of female beauty in advertising finally changing?. Journal of
Advertising Research, 58(2), pp.133-137.
Rowell, G.P., 2019. Forty years an advertising agent: 1865-1905. Routledge.
Wojdynski, B.W. and Evans, N.J., 2020. The covert advertising recognition and effects (CARE)
model: Processes of persuasion in native advertising and other masked formats. International
Journal of Advertising, 39(1), pp.4-31.