Many agree that the primary goal of
advertising is to introduce a product service or idea to a target audience with
the aim of getting them to buy. If this is the case, then why do large
companies advertise? Coca-cola for example, is a brand well known all over the
world, they probably have more profits they could ever dream of since the
inception of the company and more, so why still advertise?
One
major reason is to maintain market share. As Frank Jefkins puts it, “people
often think that the main purpose of advertising is to generate sales, and
while that may be welcome, a major objective is to keep sales as good as they
are.[i]”
It is said that the more you advertise a brand, the more people become
conscious of it and will want to try it out. In fact, research suggests that
there is a strong relationship between brand awareness and market share. In
this regard, it is not surprising that more people will reach for Coca- Cola
than any other cola on the market. Coca –Cola spends an excess of 2.8 billion
annually on advertising alone, and owns the world’s largest market share in the
soft drink category[ii].
Another
reason is to appeal to new markets. Companies like Coca- cola, Pepsi, Guinness
have been around for about a century, during this time a new generation of
prospective customers have been born, these companies have to keep advertising
to attract this new generation, identify with them and offer their products to
them.
 |
| Dasani by Coca-Cola and Aquafina by Pepsi |
In
response to this, the two veterans in the soft drink industry. Coke and Pepsi
quickly designed and introduced products for the growing needs of their
customers. Pepsi launched Aquafina and Coke launched Dasani. They both also
introduced drinks containing fewer calories and sugar to the soft drink market
e.g. Coke- light, Aquafina Flavor splash etc[iii].
Another
important reason why large companies advertise is to position their brands
favorable in the minds of their consumers. Jefkins calls this form of
advertising, “Remind Advertising” Wood defines it as “causing to know to
remember, to do”[iv].
In this form of advertising, it assumed that consumers have used and were
satisfied with a company’s brand therefore it aims at reminding them to choose
the same brand next time they need such a product. This form of advertising usually
comes in catchy slogans e.g. Don’t say water, say Voltic; MTN, everywhere you
go; or very entertaining jingles that stick in the minds of consumers.
 |
| MTN's 11million and counting Ad |
More
subtle reasons for advertising involve announcing charities or scholarships,
typical examples in Ghana are Tigo’s The
Challenge and Vodafone’s Healthline. Also
advertising by large companies may be to announce price changes, invite enquiries,
address customer complaints etc.
In
conclusion, I think advertisers have gone way beyond the initial stage of
introducing a product to a target audience with the objective to get them to
buy, they now makes conscious efforts to grow with the needs of the audience/consumers, by
altering the product to meet their needs, reminding them to stick with that
decision for as long as possible because that is what keeps them in business.
[iii] Advertising Procedure, W. Ronald Lane, J Thomas
Russell
References
Foundations in Marketing
3rd Edition, William M. Pride, O.C
Ferell
Contemporary Advertising
6th Edition , Williams F. Arens
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