Advertising has become an integral part of our lives. We encounter her in any field. Thanks to advertising, you can find out about new products and features of goods and services. The famous phrase “advertising is the engine of trade” is fully consistent with the significance that it carries. Let us consider in more detail the functions of advertising and the action that it has.
Producers of goods and services seek to profit from their activities. To do this, develop a marketing strategy and determine the circle of people who will be interested in this product or service. Marketing strategy includes several areas. One of them is the promotion of sales of products or services. This is where advertising is included, as one of the methods of increasing sales.
The goals of advertising may be different: increasing sales, promoting the company's activities or communication with the public.
Depending on the impact, the advertising functions are distinguished.
The informative function provides for informing the public about products and services. She talks about the features and properties of the product, as well as where it can be purchased. This is the main function of advertising. Many consumers value information that provides a complete picture of the product. This saves them time and money. Since ancient times, many manufacturers of goods (artisans) made signs on it that helped customers recognize the right product. Today, brands, logos and trademarks carry this feature . Bringing information to the consumer is relevant today.
Psychological function affects the thinking of the consumer. It forms their concept of prestige, social level and, as a result, preferences when choosing one or another product. Advertising in this case tells about the status of this purchase. She talks about improving living standards or about self-improvement (in the case of acquisition). In this case, advertising is also an engine for introducing new inventions and accelerates technological progress.
But at the same time, in addition to educational information, advertising should call for a purchase or for any other action. This is the next advertising feature. Bringing the necessary information to the consumer, it should prompt him or make him want to buy this product or service. It is in this case that we can say that all the main functions of advertising have worked.
In addition to commercial advertising, there is social advertising. It is designed to protect children, senior citizens, people with disabilities, and the entire community. In addition, social advertising calls for the protection of the environment, animals, etc. It is a way of promoting public values among the population. The functions of social advertising have the following division:
- Socialization. This is the promotion of social values, standards of living and behavior in society. She becomes a conductor of man in the modern community.
- The engine of progress. In this case, new technical developments that improve the life of society are advertised. This may not be direct advertising, but the mood of people to make changes. To some extent, this is an educational function. We can say that the functions of advertising are related to each other.
- Help in the development of society. Thanks to this function, a mass model of behavior, common values, norms that are fixed in the minds of people are formed.
From the foregoing, it can be noted that the role of advertising in society is quite high. It is important not only for each individual producer, but also for the country as a whole. The functions of advertising are not only to bring information to the consumer and encourage him to take any action, but also are a tool for the development of society and the economy.