Advertising and the Product

It has been said that advertising is an important component of the marketing mix. Marketing executives decide about the marketing mix elements to be use, and the proportion in which they are to be blended into their marketing programmers. The right choices determine the executive success, and of the marketer’s reputation. Almost all consumer goods manufactures and many industrial product marketers include advertising in their marketing mix. Advertising’s specific role is of pre-selling to present and potential customers. Together with other elements of the promotion mix such a personal selling and sales promotion activities, the point of purchase displays, coupons, premium offers, demonstrations and trade shows- advertising ensures that these important functions lead to a successful marketing programmer of selling mass produced, mass marketed consumer goods. In the marketing of industrial product, too, advertising plays useful role; it informs unknown prospects and enables the salesman in the field to obtain a hearing form the buyers.