The document discusses several roles and impacts of advertising. It describes how advertising helps create awareness of products and services, develops brand loyalty, and popularizes brands. Advertising also reflects cultural trends, influences how companies are viewed, supports mass media, and encourages product purchasing. However, advertising can also include deception, promote harmful products, and create unrealistic expectations. Overall, the document provides an overview of both the positive and negative roles of advertising.

1. PRESENTATION
THE ROLE OF ADVERTISING
Credits: Ayesha Naz

2.  One of the important roles of
advertising is to create awareness
of the product or services such as
brand name and price.
 The awareness of the product
or services can be created through
highlighting the unique features of
the brand.
SPREADING AWARENESS

3. BRAND LOYALTY
 Advertising helps to develop brand loyalty. Brand loyalty results in
repeat purchases and favorable recommendations to others by
existing customers.
 Sales promotion, effective personal selling, timely and efficient
direct marketing, and other techniques help to develop brand
loyalty.

4.  Think of all the popular brands
you know, such as Coca-Cola or
McDonald’s. These brands are
where they are today because they
utilized the phenomenon of
advertising well..
 Many people see it multiple
times, and it sticks in their heads.
POPULARIZING A BRAND

5.  Advertising creates and
mirrors culture. Commercials
use music from popular songs or
create jingles with beats and
rhythms that reflect the top hits.
Depict our festivals and values.
REFLECT CULTURAL
TRENDS

6. COMPANY IMAGE
 Many marketers understand that their ads do not affect the consumer, but they
do affect the ways in which they are viewed by distributors and retailers.
 Sales people do not want to sale products that they have never heard of before,
and whether the advertisements influence consumers or not, the sales people
believe that they do, which causes retailers to have their products in stock to sell.
 So even if the ad does not influence the consumer, as long as the ad can
influence the investors, salespeople and retailers, the company will be prosperous.

7. MASS COMMUNICATIONS
 Without advertisement, many forms of mass media such as
newspapers, radio, magazines, and television, might not exist as they
do today.
 Advertising positively impacts society because it helps maintain
mass communications media, making them much less expensive for
the public.

9. THE SUBLIMINAL
ADVERTISING
 Capturing the Minds of the consumers is the main intention of
these ads.
 The ads are made in such a way that the consumers don’t even
realizes that the ad has made an impact on their minds and this results
in buying the product which they don’t even need.
 But “All ads don’t impress all consumers at all times”, because
majority of consumers buy products on basis of the price and needs.

10. DECEPTION IN
ADVERTISING
 The relation between the buyers and sellers is maintained if the
buyers are satisfied with what they saw in advertise and what they got
after buying that product.
 If seller shows a false or deceptive image and an exaggerated image
of the product in the advertisement, then the relation between the seller
and buyers can’t be healthy.
 These problems can be overcome if the seller keep their ads clean and
displays right image of the product.

11. ENCOURAGE
PURCHASING
 Inciting people to purchase goods and services is the main role of
advertising. Some industries rely on advertising more than others: A cereal
company, for instance, must advertise more aggressively, due to the wide
arrange of competing products, than a power company that faces little to
no competition.
 Advertisers often influence members of society to purchase products
based on instilling a feeling of scarcity or lack. This void, the advertiser
suggests, will be satiated by the offered product.

12. ADVERTISEMENT ROLE
IN POLITICS
Even though campaign advertising has been a part of politics for over five
decades, scholars are still conflicted over the effects of different types of
advertising strategies.
As a result, the literature on political advertising is vast and multifaceted.
Conventional wisdom holds that political advertising in general—and
negative advertising in particular—is harmful to democracy

13. VALUE OF PRODUCTS
 The advertised products are not always the best products in the market. There
are some unadvertised products also present which are good enough.
 But advertising helps increase value for the products by showing the positive
image of the product which in turn helps convincing customers to buy it.
For e.g. mobile phones were first considered as necessity but nowadays the cell
phones come with number of features which makes them mode of convenience for
consumers.

14. EFFECT ON BUSINESS
CYCLE
 Advertising no doubt helps in employing more number of people. It increases the pay
rolls of people working in this field.
 It helps collecting more revenues for sellers which they use for betterment of product
and services. But there are some bad effects of advertisements on business cycle also.
 Sometimes, consumer may find the foreign product better than going for the national
brand. This will definitely effect the production which may in turn affect the GDP of
the country.

15.  Advertising stimulates demand, educate consumer about new product,
policies, programmers services and organizations, increase competition
and improve standard of life-style by helping to bring new product to the
consumer.
 Advertising boosts the economy by helping to introduce new products
faster and more effectively to consumer by supporting to achieve the
economies of scale faster and by helping to remove the monopoly of the
product.

17.  THE COMMUNICATION ROLE
A communication role in advertising focuses on mass communication requirements that the
advertisement will able to fulfill. This is a method of informing potential customer, the
launch of new products or the pass on information about the service and good they intent to
buy.
 THE MARKETING ROLE
The marketing role of advertising caters to the requirement of general consumers. They
focus on customer satisfaction and meeting their requirements by providing goods and
services.

18. NEGATIVE ROLE OF
ADVERTISING IN THE SOCIETY
OBJECTIONABLE AND IN BAD TASTE
Some critics feel that advertising is objectionable because the creative
effort behind it is not in good taste. Intrusive, repetitive, unreal, offensive
and depressing are some of its unpleasant features.
 .

19.  INTRUSIVENESS
An advertisement campaign moves with repetition from a period of
effectiveness to acceptance, to a period of irritation.
 MISREPRESENTATION
Advertising aims to present a product in the best light possible. There
is some leeway in the creative process. The problem arises when the
dramatization crosses the line into falsely representing a product.

20.  Widespread concern exists
about the potential effects that
media portrayals of drinking,
alcohol product placements, and
alcohol advertising may have on
alcohol consumption and
problems among young people.
And smoking etc.
PROMOTION OF
HARMFUL PRODUCTS

21.  The fear appeal in advertising creates
anxiety that is supposed to be
subsidized by an available product. S
 Such unrealistic expectations may
create emotional disturbances in some
audience members.
Products like fairness cream, insurance or
a germ killing toothpaste all tries to play
with the unrealistic expectations
UNREALISTIC
EXPECTATIONS