Advertising

The term advertising means any paid form of non personal presentation of ideas, goods and services to main audience by an identified sponsors.
It's a strategy used by management for gaining and maintaining a competitive advantage in the market place it is preferred in the sense that it precedes the salesperson into the field, thereby preparing the ground ahead of the salesperson and as such renders the sales presentationa reinforcement.

#ROLESOFADVERTISING.
-Advertising play an important role at the introduction of a new product by creating awareness about the existence of the product.
-Advertising assists know building brand preference for a firm's brand of product.
-Advertising reminds consumers about the product.
-It serves as entertainment to the consumer
-It encourages the middlemen.

#TYPE OF ADVERTISING

-Product advertising
-Institutional advertising

Product advertising: This is the type of advertising that reminds and stimulates market about a company's product. It urges people to buy a specific product or use a certain service.

Institutional advertising: this is designed to build a favourable image for a business organization in the mind of public. Rather than sell a product, institutional advertising aims at creating a proper and favourable attitude towards the advertiser. The audience of institutional advertising are:
-The public
-The investment community comprising of stock holders.
-The customers
-The employees

Criticism of Advertising
-Advertising increaseprice of a product
-Advertising creates artificial demand
-Advertising is in bad taste
-Advertising insults consumer intelligence
-Advertising serves as a source of unhappiness and discontentment.