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The simple answer to the question ‘why do we advertise?’ is that either we have something we want to sell, or someone else has something we want to buy. Alternatively, we may want to give something away, seek an exchange or invite donors or gifts. We advertise, or make known, our offer or need. We bring together people who would not otherwise know of the existence of those able to supply and those with a demand, very often complete strangers. Most people use advertising at some time, either privately or in business. And most people respond to advertisements and so enjoy the choices available to them in every sphere of life.

The elementary answer applies whether we want to sell a private house, raise funds for a charity, sell the production of a million pound business, buy a pre-owned car, attract buyers to our store, launch a new product, engage staff or simply find a pen friend. The technique is same: there is merely a difference of magnitude and sophistication between an inexpensive classified advertisement to sell a charter yacht tour plan and a global campaign on the World Wide Web to sell the same. In short, advertising is the means by which we make known what we have to sell or what we want to buy.

However, with growing numbers of online users across the world, we notice a transition of our interest from paper-based advertisement to online advertisement. We may call it a ‘platform escalation’ that results from rapid progress of technology. But, whatever the modes of advertisements are, their objectives and reasons have been all similar. Let’s discuss them.

Specific Reasons for Advertising:

To announce a new product or service
To expand the market to new buyers
To announce a modification
To announce a new pack
To make a special offer
To educate consumers
To maintain sales

To announce a new product or service: Announcements for a new product or service are very necessary to make them known to the public. To promote something new the entrepreneurs have to take up this means at the very onset of starting with their enterprise. If they can make their promotional appeal bold, dramatic, persuasive and convincing, they can expect a quicker success for their business.

To expand the market to new buyers: A good example of this is when a solar energy system has been used successfully for industrial or commercial purpose, and is then packaged and promoted to the consumer market. The do-it-yourself (DIY) markets are full of such products; put there by advertising. The advertising in such case is likely to have greater impact because the goods have already been proved in professional, commercial or some other accepted use.

To announce a modification: An existing product may be given a ‘face-lift’ with an additive, a refinement, a new finish or casing, or perhaps even a new pack or container. The attempt may be made to revive the sale of a product whose life-cycle is waning too quickly because of competition or some other reasons.

To announce a new pack: Pack identification at the point-of-sale is always important, and is a reason why packages are shown in advertisements. Colorful advertisements work well in this regard. This becomes even more important if there is a change of pack.

To make a special offer: For various reasons, such as competition, slack season, policy to expand sales, advertising may be used to make a special offer. It could be a banded pack, a premium offer, a limited time price reduction or free gifts or samples. New products may be launched with ‘introductory’ special offers. Dry cleaners, cloth merchants, and others may make such special offers when trade is quiet. Again, travel agencies may also offer special low rates to public during out-of-season weeks of the year.

To educate consumers: Rather unfairly it is sometimes said by critics of advertising that there are two kinds, informative and persuasive, and that the former is more socially acceptable or ethical than the latter. The educational advertisement is necessary when a commodity, service or an offer needs careful explanation. This technique can also be used to show new uses for a well-established product. The market can often be extended if extra uses can be suggested.

To maintain sales: One of the secrets of successful advertising is that it should be continuous, in one form or another, however seasonal the main emphasis may be. Not all advertising is aimed at promoting new and exciting products or services. There are everyday products, such as toothpaste, branded beverages, and many more which have been on the market for generations.

These days, the platform of advertisement has widened much greater than the previous days. This has been possible due to the popular Web World. Now, reaching out to millions of customers spread all over the world is just a click away dream, and it has helped all volumes of businesses to expand their business sphere beyond the limits. Though traditional advertisement is still going on, the craze for online advertising has outgrown it to a surprising extent. It has been possible due to greater visibility, wider scope and much lower costs. But, whatever the advantages and distinctions there are, both of their objectives are similar.