Ad Function: What is it for?

Advertising is very important because it has a critical function of communication, namely (Shimp,2000):

• Informing

Ads make consumers aware of the existence of new products, provide information about a particular brand, and indicate the characteristics and benefits of a product.
At the initial stage of the product category, the ads are necessary to build the primary request (Kotler). Advertising is a form of communication is efficient because it is able to reach broad audiences with a relativ low cost.

• Persuasion

This objective is very important stage in the competition, where companies want to build selective demand for certain products (Kotler, 2000:578). Bebrapa ads using comparative advertising that provides a comparison of the attributes of two or more brand / product explicitly.

Effective ads will blandish consumer to try to use / consume a product. Sometimes advertising can affect the primary demand of the request form for the entire product category. Often the ad is intended to build a secondary request is a request to a particular company's brand.

• Remind

Ads can still make consumers remember the brand / product company. When the need arises in relation to specific products, customers will remember the ads about a specific product. Then consumers will become a candidate buyers. With the goal of the ad is very important unruk mature product (Kotler, 2000:579)

• Provide value added

Ad to give added value to products and brands with a certain way affect consumer perception. Ads that will provide effective value added products so that products percepted more luxurious, more stylish, more prestigious, even beyond what is offered by other products, and overall provide a better quality of other products.

• Supports Other Business Campaign

Can be used as a tool to support other efforts such as promotional tools for the sales promotion, support sales representatives, to improve the results of other marketing communications.

In addition, according to Tellis (1998) to give effect to the advertising, mass production required a company's ability to serve the broad market. Companies must provide brand products with a unique name so that consumers make a demand for certain goods.
Thus, mass production and marketing can be profitable when you have a brand. Second, mass production requires good packaging. So that companies can brand on the packaging design and a unique name. Therefore, the ad is a means of communication to the company's customers to deliver a unique quality product that can be seen from the unique packaging and brand produced.