Advertising is an element of a promotion mix. It’s advantages and disadvantages are as follow:

Advantages

Mass advertisement covers wide areas.
Messages are under the control of the marketer.
It can build brand image.
It can be used repetitively to remind the buyers of the company’s product.

Disadvantages

It is an indirect way of communication so feedbacks are also indirect and not immediate.
It is a one way communication.
It is expensive.
It does not have flexibility.

What can be the obstacles in the effective communication?

These are:

1. Poor encoding: If the sender is unable to create or encode the message appropriately, the receiver will not be able to interpret the right message. Cultural, religion and language differences may lead to unexpected hurdles due to wrong interpretation of words, symbols sounds etc. used in the message.

2. Poor decoding: Receiver may perceive or interpret the message in a wrong way, not as the sender wanted him to. It’s the mistake of the receiver not the sender, if he is unable to understand the message.

3. Medium failure: Choosing the wrong medium or channel to send the message can prove to be a big failure in the process of the communication

4. Noise: It is any interference or distraction to the sender or the receiver in the process of communication.

What are the basic purposes of communication? State the objectives of promotion.
Three basic purposes of communication are to:

Inform communicating information.
Persuade: Promotion is a persuasive communication.
Image Creation: Promotion serves as a reminder.

Objectives of promotion are:

1. Awareness of product: Prospects must be aware of the new products introduced in the market. So that they know what is offered to them and they can include it in their decision list.

2. Create interest in the product communicating a message that can modify the attitude and convince the customers to buy the firm’s product. Through persuasive promotion firm can attract consumers.

3. Provide Information: A buyer search for the variety of products in the search stage of buying decisions. Marketers should make sure that their product is taken into consideration by the buyers and for that he must provide proper information to the buyers.

4. Demand: If a marketer is able to promote the product efficiently, he will be able to drive customers to showroom and make purchases. So marketer aims to increase the demand of the product.

5. Reinforce the brand: Marketers wants to build a strong brand image to retain loyal customers. After the purchase is made marketers try to retain their customers by building strong relationship.

So, the major objective is to earn profits by attracting and convincing more of customers to buy the products.

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