The Purpose of Advertising What is it and why do we have it

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The Purpose of Advertising

• What is it and why do we have it?

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What is advertising?

• Advertising is the presentation and promotion of
  ideas, products and services.

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So what?

• Advertising affects our lives every day.
• It influences the decisions we make about almost
  everything we buy from the toothpaste we use to
  the place we go for an oil change.

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Three basic purposes of ads

• To inform
• To persuade
• To remind

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1. To inform

• A new product may be introduced this way
• Shows new uses for an old product
• Shows a price change in a product
• Shows how a product works
• Builds an image for the company
• Describes available services

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2. To persuade

• Persuading ads try to convince a buyer to
  purchase the product or service NOW
• Encourages switching to an identified brand
  instead of a lesser-known brand
• Validates a purchase so the customer comes back
  again and again
• May want to personally talk to the customer

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3. To remind

• Identifies where the product or service may be
  purchased
• Shows a need the customer already knows for the
  product
• Reaffirms the importance of the product or service