This is a stiff challenge for global marketers since the tools are not equally effective everywhere and some are not even available in certain country markets.The most visible promotional activity is perhaps global advertising.Secondly, advertising introduces the different brands of the same product.
According to American Marketing Association, “Advertising is any paid form of non-personal presentation of ideas, goods or services by an identified sponsor”.
Advertising includes any informative or persuasive message carried by a non-personal medium and paid for by a sponsor whose product is in some way identified in the message.
It will not be wrong to say that many of our soldiers and officers of the army, air force and navy owe their service to a newspaper advertisement. When advertisers misstate the qualities of their products, they misguide the public.
When manufacturers advertise harmful products like cigarettes, they do not serve the right purpose.
For example, there are three different brands of a bicycle produced by the same company.
We can learn about the qualities of each from advertisements at different places.Without proper advertisements in this connection, it will be very difficult to run our education system on proper lines.Further, the armed forces bring able young men and women to their training and educational institutions through advertisements.In this connection, for example, the government introduces its defense, development and savings schemes.The advertisements of the profit-and-loss and savings (PLS) accounts; “zakat,” and so on have been quite effective.These limits are clearly laid down by religion; law and our traditions. The term ‘advertising’ is derived from the original Latin word ‘advertere’ which means ‘to turn’ the attention.Even the doctors quite often learn about such medicines from medical magazines and from newspapers.We often learn about new machines for agriculture and industry from advertisements (ads).The government had to advertise on large scale its new taxation policies.Fourthly, it is through advertisements that we come to know of new service jobs.