- Message About Product – Details about the product
play a prominent role in advertising for new and existing products. In
fact, a very large percentage of product-oriented advertising includes
some mention of features and benefits offered by the marketer’s product.
Advertising can be used to inform customers of changes that take place
in existing products. For instance, if a beverage company has purchased
the brands of another company resulting in a brand name change, an
advertising message may stress "New Name but Same Great Taste".
- Message About Price – Companies that regularly
engage in price adjustments, such as running short term sales (i.e.,
price markdown), can use advertising to let the market know of price
reductions. Alternatively, advertising can be used to encourage
customers to purchase now before a scheduled price increase takes place.
- Message About Other Promotions – Advertising often
works hand-in-hand with other promotional mix items. For instance,
special sales promotions, such as contests, may be announced within an
advertisement. Also, advertising can help salespeople gain access to new
accounts if the advertising precedes the salesperson’s attempt to gain
an appointment with a prospective buyer. This may be especially
effective for a company entering a new market where advertising may help
reduce the uncertainty a buyer has about a new company.
- Message About Distribution – Within distribution
channels, advertising can help expand channel options for a marketer by
making distributors aware of the marketer’s offerings. Also, advertising
can be used to let customers know locations where a product can be
purchased.
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