The influence of Advertisement: Is it Effective?

Role of advertising in a lot of people some controversy. However, this description can only evaluate a few things critical of the ad, among others:
Ad coax consumers to buy the product even though they desire the opposite.

Ad specifically can distinguish products produced by various companies and to build consumer loyalty towards a brand.

Ads act as deterrent for new companies to enter particular markets.
Ads allows advertisers parties (producers) to menaikan price relative to the product that is not advertised.

Advertising has three important characteristics that enable not seen in terms of the static analysis are:

1. Ad is a cheap relativ where the company can deliver to consumers about the existence of a product.
2. Ads with large-scale manufacturing allows companies to produce mass production with low cost. The broad market allows companies to understand the economies of scale.
3. Ads build brand identity for a particular company's products. The better the quality and marketing of the product the higher the consumer demand and the greater the company's advertising income.
   

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.

The Advertisement

The Meaning of Advertisement

Advertising is an economic investment, and for most companies and non profit organizations, advertising is an investment which is considered very beneficial (Shimp, 2000). Definition of ads by Philip Kotler (2000):

"Any paid form of nonpersonal presentation and promotion of ideas, goods, or service by identified sponsor".

Advertisement is the oldest promotional tool. The ad is very striking (to attract people) and very controversial. "If communication is not paid for, it's not advertising".

For example a form of a publicity campaign in the ad is not because they do not have to pay. For example: Dian Sastrowardoyo interviewed to appear in her firts film about events in metro tv showbis aims to promote the newest film. Is this ad? Of course not because the producer or studio film does not pay showbis events in the metro tv.

But if producers advertise the film studio films on television and newspapers, and the form of communication is the film studio on the media that is certain is the ad.