Value AD
Governement Shining It's not the heavy weight in the FMCG sector which are ruiling the root as top advertisers on the tube, but suprisingly it's the governement departments and public sector units. Apart from Procter & Gamble, Bajaj Consumer Care, Joyco and Eicher Motors, the list of top advertisers across television and print is dominated by Sarkari outfits flaunting their new found passion for mass-media led public communication. top Five ADvertisers on Television Ad Time (in `'000` secods) Procter & Gamble Home Products `799` Central Excise Department `375` Wedt Bengal Information and Culture `275` Joyco India Ltd. `227` Bajaj Consumer Care Ltd. `165` Print Ad Volume (Col.com in `'000`) Sikkim/Royal Government of Bhutan `416` Ratan Ayurvedic Sansthan `388` Government of Mizoram `251` Ministry of Petroleum and Natural Gas `209` Eicher Motors Ltd. `157`.
With reference to the above case, explain the benefits of advertising to marketers.

Explanation

Merits of Advertising
`(i)` Mass reach Advertising can reach a large number of people over a vast geographical area. E.g. an advertisiment on TV or radio can reach lakhs of people in a day.
`(ii)` Enhancing customer satisfaction and confidence
Advertising helps in introducing new products in the market and promoting sales of existing products by arousing interest and awarness among the prospective buyers, thereby increasing its sales and profits of the organisation.
Advertising helps to build the image of the firm and its products in the minds of the buyers. It gives clear direction and builds confidence among the prospective buyers about the quality of the products.
`(iii)` Experssiveness With recent developments in art, computer designing, graphics, etc, advertising can create special efforts and make the messages look very attractive.
`(iv)` Economy Because of a wide reach, a huge expenditure on advertising spreads over a large number of people, causing the per unit cost to decline signifacantly.