Why Advertising must be used as a progressive marketing tool?

The presence of a brand in the market requires a continuous promotion or publicity campaign amongst the target groups. Brands and customers are connected through a promotion channel of marketing. Advertising is the most widely used promotion medium of a brand. Various forms of advertising such as television advertising, outdoor advertising, radio advertising, print advertising etc cross the gap between brands and customers. Advertising provides two way benefits. Firstly, through an ad campaign the brand owner announces the presence of his brand and also relates customers with valuable information about the brand. Secondly, customers who are seeking for particular brand information avail of the same only through an advertising media.


Advertising practices are meant to vary from one brand to another. Some brand owners prefer to launch their ad campaigns through a single channel, while some prefer to promote their brands through mix channels. Sometimes the promotion campaign becomes a big hit; sometimes it scores an average score. The result of any advertising campaign is unpredictable. An ad campaign launched through an ordinary media vehicle sometimes gain maximum favour from target customers. Customers’ buying behaviours are at times interestingly strange. They adopt what they find good. Hence, it is sometimes not important whether the ad campaign has been launched with a rich input or not.

Advertising is definitely not limited to a single channel or practice. Word of mouth publicity as well as shared brand information amongst friends or relatives also at times works as good promotional measure for various brands. One worthy suggestion for every brand owner is to spruce up his promotion practices from time to time. One should not also lack behind any available resource while launching the promotion campaign of his brand. Advertising should be used as a progressive tool of marketing that enables the brand to become more popular amongst its prospects and finally enhance the revenue of the brand business. Advertising was, is and will always be an important tool of brand marketing; Advertisers should however use it wisely to meet the targeted objectives of the brand.