Advertising Functions for Hawaii
Whether it be print media such as newspaper, magazines, yellow pages, or online advertising such as websites, social marketing, or email marketing, there are five functions of advertising that are all essential. As an advertising company, we always consider these functions when creating an ad campaign. Here are brief examples to help illustrate the five functions; perhaps it’ll help you start wrapping your brains around this topic more in a holistic manner.
Informing is an Essential Function of Advertising
Aloha Is Contagious is a Hawaiian T-shirt company. They hire an advertising company to implement new techniques to build a larger customer base. What would you think if the advertising company shot a commercial without providing any information about Aloha Is Contagious or their product? The commercial would be a failure. Typically, consumers want to know a bit about the T-shirt company and product.
The first of the five functions of advertising is “informing,” in which a company discusses information about itself or product.
One of the main objectives is creating an ad that helps consumers identify and familiarize themselves with the company or product. It is an essential process; when done well, it helps consumers consider purchasing the product or service. It is especially important when there is a new product or service launch. Consumers may not have any previous knowledge of a small company’s products compared to those of an established brand. Therefore, “informing” is an essential function of advertising.
Influencing Through Advertising
Now that customers know more about Aloha Is Contagious, it’s time for the company to convince consumers to purchase their products. The second of the five functions, “influencing,” helps convince consumers to purchase a product from a company.
Aloha Is Contagious wants to build the demand for their product. They may call to attention the difference in people’s reactions when wearing the Aloha Is Contagious garment versus their competitors’ garment.
Often, advertising is used to influence one’s perception by comparing two brands and try to convince consumers to buy their product over their competitors’ products.
Advertising Mix Increases Prominence
Creative advertising reminds consumers about products or services. Thus, the third function is “increasing prominence.” This is achieved through a well-crafted message and consistent frequency. These strategies help increase the “Top Of Mind Awareness.” When consumers see a product or service in everyday life, they remember it and purchase it.
Imagine that Aloha Is Contagious produces a radio or television advertisement that plays a popular song. When customers hear the song in other contexts, eventually it will make them think of the product and maybe even buy it.
Buyers consume media in many different ways. It is wise to identify your targeted audience, craft ads they will relate to, and choose a mix of media in which they consume.
Adding Value When Advertising Your Product or Service
A company that “adds” value helps consumers develop the perception that they need a product because it will bring something positive to their lives. For instance, Aloha Is Contagious tries to market their products as a wearable positivity. As a result, consumers perceive that by wearing these items, they will feel, emit, and attract positive vibes.
Adding value helps increase company sales and promote customers’ perceptions that a certain product is of a higher value. A public display that complements their message, Aloha Is Contagious may then back it up and add value by donating money to a charity for each product bought.
Traditional Proven Advertising Efforts
A company may also use other advertising efforts to help promote itself, such as coupons, sale flyers, banners, and posters just to name a few. Advertising may emphasize logos or packaging details in the hopes that consumers will recognize them in stores. Sales reps are also vital as part of the process by pitching the product to consumers and highlight the benefits of using the product.
Online Advertising Media
This is an ever-growing segment of advertising. It is a very extensive subject with many variables. For a brief overview of what are the pillars of online advertising, please refer to the other pages on the website such as: