Within the context of the 4 Ps of marketing we have the Product. Be it an FMCG product or an industrial good, we need to understand that advertising plays an important role in promoting the product. Be it at any stage of the product life cycle, every product needs to be communicated for varied reasons to its target customer as to why they ought to go for that product.
A product has to be good and should give satisfaction to the needs of the consumer only then will the advertising objective can be a success. Even a bad product could be sustained in the market place with a good advertising, but what matters in the long run is the ability of the product to seemingly stand out in the minds of the consumers. If the consumer knows the brand and the associated benefits attached with the product the advertising objective can easily be achieved thereby bringing about an increase in the sales.
Product or brand knowledge coupled with a clear positioning, derived from a well thought out marketing strategy, is essential to every successful advertising program. The other elements in good product advertising are packaging, trademark, and such other physical and psychic attributes of the product like taste, color, texture, aroma, style and design. The saleabilty influence of these product attributes is to be analyzed before incorporating them in the advertising messages delivered through various advertising media.
Now, Product Advertising is of 3 Types, Namely
Pioneering or Informative Advertising Here an attempt is made to stimulate the primary demand of the product category rather than a specific brand. For example the advertisement Malaysia Tourism, with their picturous TV commercial and the slogan ‘Malaysia – Truly Asia’ made an indelible mark where pioneering advertisement was concerned. Here the product category is introduced first, educative in intent and it appeals to the consumer’s rational as well as to his emotional being. At the introductory stage of the PLC this type of advertising is beneficial. Generating awareness is the main function of advertising here.
Competitive or Persuasive Advertising
Here selective demand of a specific product brand is stimulated.
By now the product is established in the market and has reached the growth in the market and has reached the growth or maturity stage of the PLC. Very competitive to market forces. Competitive advertising is again of two types:
· Direct type, where it seeks to stimulate immediate buying action.
· Indirect type, here the benefit of the product is emphasized in the anticipation of the consumer’s final action of buying.
Retentive or Reminder Oriented
· The product is now having a firm footing in the market place. Its sales may start to decline at a later point. The buyer must be reminded about the product to sustain his loyalty. It is a soft sell approach where the buyer is judged to continue the usage of the product. The essence here is to keep the brand name in front of the eye of the viewer. Used at both the maturity as well as the declining stage.
· Now let us try to understand the types of products and thereby the advertising needs of them.