There a lot of reasons why a manufacturer employs advertisement as an important strategy. Of course the bottom line of the rationale is sales or profit. However, there are no shortcuts to real gains in business and that is the reason business people engage in research in advertising.By definition, advertising means “the process of communicating concepts through the mass media for the purpose of creating an awareness for a company and the goods and services it handles, and stimulating consumer wants to an extent that such goods will be purchased” (Webster, 1977).In advertising, the business and industrial world is able to announce its services and products to the people in the community or to consumers through newspapers, magazines, handbills, radio, television, etc.
to make people want to buy them.The message, called an “advertisement” is disseminated through one or more media and is paid by virtually all manufacturers and retailers in the country (Strong, 1958). It has become an integral part of modern business.The purpose of advertising is to push the product to the most noticeable position, make the product remembered and liked, and consequently be bought. It is generally agreed that the aim of the advertiser is to stimulate interest, to create wants, and to provide inquiries (Wright, 1962).In understanding further the strategies that are utilized in order that specific targets are addressed and thus generate also specific and effective sales, marketing specialists have used market segmentation which refers to “the dividing up of a market” or the “division of the market for a product into groups of customers with identifiable needs and characteristics” (Encarta, 2006).
At the same time, product differentiation makes it all the more effective because “making product different: the process of making a product different, or seem different, from other products in its range and from competing products” (Encarta, 2006). The concept of product differentiation ensures that the product ultimately lands in the hands of people who know exactly what they want but will only get to know the product if they are educated about it (Starch, 1966).
