Advertising is communication with customers of a product or service to inform or influence those who receive the product. The elements of the marketing mix are price, product, promotion, place, and people. Advertising fall under the promotional element. When a customer is aware of a brand through marketing mix elements, advertising acts as a cementing force, protecting and strengthening the messages and promoting sales. Advertising helps to create consumer demand for a particular product or service. When a product is advertised, people will know about the product, price, and location to get the product.
The advertisement has to align with other marketing mix elements because it expands the market from one level to another. Promotion as an element helps in educating audiences on how to use or handle a product. The advertisement also helps advance the loyalty of a product, which is built by repeated purchases and good recommendations. Advertising helps in the creation of awareness of a product by the unique features being highlighted. A firm uses advertisements to persuade customers to buy their products by giving them reasons to buy their superior products than others in the market.
Reference
Andreti, J., Zhafira, N. H., Akmal, S. S., & Kumar, S. (2013). The analysis of the product, price, place, promotion, and service quality on customers’ buying decisions of a convenience store: A young adult survey in Bekasi, West Java, Indonesia. International Journal of Advances in Management and Economics, 2(6), 72-78.