UNTYING THE INFLUENCE OF ADVERTISEMENT TO ENHANCE CONSUMER AWARENESS

Abstract

In today’s business world, marketing processes are based on the interaction between a business and the consumers. Advertising has been considered as a popular management tool for dealing with the highly rapid technological changes and also the marketing changes in today’s competitive markets, and this management tool refers to the reanalysis and re-designs of tasks and also processes inside and outside the organization. Advertising industry is a social institution born to full fill the human needs to require and send information about availability of product, brand and service

Advertising finds its position in every organization and it is almost everywhere in our routine life. Advertising can be defined as another strategy as an approach towards competitive advantages. Various advertising concepts are in the stream of the media and papers but till there is a little evidence that advertising can significantly help the organization boosts its performance. Along with the expanding globalisation and liberalisation process has increased the number of consumer related issues. Consumer awareness has earned an important place in the economic agendas. Consumer awareness is incomplete without responsibilities and duties of consumers. Consumer awareness encourages critical thinking which helps consumers to become more efficient in the market place and it promotes self- confidence and liberty to take buying decision. Consumer awareness helps to distinguish between needs and wants and paying bills with saving money. It promotes planning and budgeting also. Advertising helps consumers to build awareness of the product such as brand name, its usefulness and best level of price. It provides the best information closely related to the product or service. Ultimately, advertising is a very helpful tool to educate consumers and also important part of marketing strategy.