Advertising has a fixed position in the market and will not disappear because of people's negation, nor will it become the center of market activities because of people's exaggeration. From the following sales factors, we can see the main variables at a glance.
It should be pointed out that advertising, as one of the promotion methods, does not have the same status and function for all products in all markets. Generally speaking, in the initial and middle stage of new products entering the market, under the condition of fierce competition, the promotion of publicity is particularly obvious and important; Consumer goods, such as medicines, food, tobacco and alcohol, cosmetics, etc. It needs to be continuously and directly publicized to consumers, and it relies more on advertising than ordinary raw materials, primary products and general means of production. The advertising expenses of the former account for about 65,438+00 of the sales, while the advertising expenses of the latter only account for about 3 of its sales, which is 1. In addition, among the four promotion methods: relative to personnel promotion, business promotion and public relations, advertising also has its own strengths and differences. As shown in the figure below, the functions of advertising and public relations are quite similar, especially for information transmission, image building and popularity. On the other hand, people's sales promotion and business promotion are better than advertisements in persuading people and promoting buying actions.
We should be soberly aware that the role of advertising in the market is limited. Advertising is not everything, which even people in the advertising industry in capitalist countries have to admit, and even advocate that small and medium-sized enterprises should never be compared with large enterprises, and there is no need to advertise heavily. The author once asked the experts of the American Advertising Federation: What is the ratio of success and failure in your advertisement? The other party replied: about 1: 1. The success rate is less than 60%. The example of "an advertisement saves a factory" certainly exists, but it is not of universal significance, not to mention that the factory "lives" on an advertisement. The basis of a factory's "survival" is that its products meet the needs of society. If we leave this point, the bigger the advertisement, the more production, and finally the bigger the backlog, the greater the loss, but the loss. Therefore, the role of advertising, especially the role of promoting production and sales, has preconditions and conditions, that is, marketable, excellent quality, thoughtful service, appropriate price and market prosperity, strong consumption and payment ability, and so on.