The role of advertising in promoting consumer goods

History of advertising Bronze plate for printing an advertisement for the Liu family needle shop at JinanSong dynasty China. Egyptians used papyrus to make sales messages and wall posters. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome.

The role of advertising in promoting consumer goods

There are four main types of marketing channels. The consumer goes directly to the producer to buy the product without going through any other channel.

Effect of Advertising & Promotion on Consumer Behavior |

This type of marketing is most beneficial to farmers who can set the prices of their products without having to go through the Canadian Federation of Agriculture.

Typically, goods are that consumed by a smaller segment of the market has influence over producers and, therefore, goods that are produced in the response on the order of a few consumers are taken into account. Normally goods and services of this channel are not utilized by large market segments.

The role of advertising in promoting consumer goods

Also, the price of the goods is subject to significant fluctuations. For example, high demand dictates an increase in the price.

In addition, this particular channel has three main ways of direct selling and these include; peddling, mail-order sales and trade through manufacturer-owned stores. For example, sales representative sells New Wave cosmetics to housewives by using a method of peddling.

Mail-order sales are usually used to sell catalogs, books etc. For example, a firm sells collectible through the use of mail-order. Also, this method of selling is normally made without eye contact. The last method undergoes through manufacture-owned stores.

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In this situation, the manufacturer itself is surrounded by the stores and directly supplies goods to its stores. For example, Zinger sells its sewing machines through its own stores. Despite these apparent advantages, direct selling has not become a powerful channel.

The proliferation of internet-direct channels means that internet companies will be able to produce and directly trade and services and goods with consumers. It can be distributed directly through the internet, for example, services in the sphere of gambling or software such as antivirus programs as such.


This channel works best for manufacturers that produce shopping goods like, clothesshoesfurnituretablewareand toys. It is also a good strategy to use another dealer to get the product to the end-user if the producer needs to get to the market more quickly [8] by using an established network that already has brand loyalty.

In accordance with the form of the retail property, operators can be an independent company, owned by a different owner or to engage in the retail network.

Intermediaries retail service are essential and useful due to its professionalism, an ability to offer products to the target market, using their connections in the industry, experience, the advantages of specialization and the high quality of work.

However, consumers seek broader assortment in lesser quantities.

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When creating a retail store the efforts that required by buyers when making a purchase are considered. For example, stores that selling everyday consumer goods are conveniently located for residents of the nearby neighborhood.

An equally important component of the retail trade are the retail functions that play crucial roles and they include; research of products, implementation of storage, setting of pricing policy, arrangements of products and its selection for the creation of different merchandise assortments, exploration of the condition prevailing in the market.

Ultimately, the significance of intermediaries in distribution business is vital as they help consumers obtain a particular good of a particular brand without unnecessary steps.

Thus, mediators play an important role in establishing a correspondence between demand and supply. In this channel, consumers can buy products directly from the wholesaler in bulk.

By buying the items in bulk from the wholesaler the prices of the product are reduced. This is because the wholesaler takes away extra costs, such as service costs or sales force costs, that customers usually pay when buying from retail; making the price much cheaper for the consumer.

Sometimes the wholesaler will go through a retailer before the product gets into the hands of the consumer. Each dealer the manufacturer, the wholesaler, and the retailer will be looking to make a decent profit margin from the product.

So each time the buyer purchases the merchandise from another source, the price of the product has to increase, in order to maximize the profit each person will receive. This raises the price of the product for the end-user. Due to the simultaneous and joint work of wholesaler and retailer, a trade can only be beneficial if; a market is situated on a larger area, the supply of goods and products is carried out small but urgent consignments productsit can be cost-effective and profitable by supplying bigger consignments products to fewer customers.

Industrial factories are in the seek of using advantages of mass production in order to produce and sell big lots batches while retailers look and prefer purchasing smaller consignments. This method for factories could lead to instant sales, high efficiency, and cost-effectiveness.

Therefore, particularly in these situations wholesaler now plays a role where it reconciles these contradictory aspirations. The work of wholesaler facilitates and makes it less burdensome for the transportation of production. Hence, an amount of delivered goods diminishes through the use of this channel the wholesale.

For example, if five manufactories supply goods directly to hundred different retail stores, then they will have to have of deliveries 5 times Advertising does this, by changing the consumer attitude favourably. Further, the sales turnover rate so attained should be maximised and maintained at any rate.

Advertising does this by repeat sales. A regular, effective and frequent advertising helps in building more loyal class of customers at all times. 2. A marketing channel is the people, organizations, and activities necessary to transfer the ownership of goods from the point of production to the point of is the way products and services get to the end-user, the consumer; and is also known as a distribution channel.

A marketing channel is a useful tool for management, and is crucial to creating an effective and well-planned. Understand business social responsibility and ethics in marketing, including benefits, strategies, and a look at marketing practices to avoid.

A clear distinction between advertising and sensationalism; Campaign Limitation covers non-involvement in disparaging or exploitative practices and the protection of vulnerable consumer groups. This report is a compendium of state laws and related resources describing or affecting the marketing and advertising of pharmaceuticals, including disclosure of information relating to the practices.

In this lesson, you'll learn the difference between a service and a good. Discover how services are marketed to a consumer using different techniques. Consumers may be influenced by a number of factors when buying goods, including claims about where a product was grown, produced or made.

If you choose to make a country of origin claim, or are legally required to do so, it must be clear, accurate and truthful.

Children as Consumers — Global Issues