Part II Why Use It?

The basis for all advertising is simply awareness. Awareness is desirable to companies for a few reasons:

• Reach: To build demand for your brand, products or service, you must be able to reach new audiences. Those audiences already exist on websites, searches, social media, radio, television, and other mediums. To reach those audiences, the companies that invested and acquired them offer to advertise.
• Perception: Perhaps people are already aware of your products and services but don’t have a positive perception of your brand. To counter inaccurate brand perceptions, it’s sometimes necessary (or even critical) for brands to invest in advertising.
• Sales: Driving sales via advertising can be effective, but I’d challenge you to observe traditional and digital advertising for a week and see how much of it is focused on discounting and sales. In my opinion, it’s on the decline. More often than not, we find that while sales can be increased, companies who rely on it for the long-term may devalue their brand.

Source: marketingtechblog

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