THE IMPACT OF ADVERTISING TECHNIQUES AND STRATEGIES ON COMPANY SALES AND PRODUCT ACCEPTABILITY

          This research work emphatically examines the impact of advertising techniques and strategies on company sales and the consumer acceptability of product. The researcher  extensively discuss on the concept of advertising, the effect of advertising techniques on both product acceptability and company sales as well as the functions, objectives and advantages.

          The subject of this study consists of the company’s internal and external publics. Ranging from the staff, middlemen and consumers of Ibadan poly drinking water.

          For the purpose of this research, advertising is a communication strategy employed by individual retailers, business organizations or large corporations to draw the attention of the public to their product and services. It is a paid form of non-personal presentation of ideas, goods or services by an identified person or organization with the predominant use of media of communication. The intended message is to promote the sale of products or services, to influence public opinion and public acceptability. Also to gain political support, to advance a particular cause, or to elicit some other response desired by the advertiser. Advertising deals with the promotion of ideas, goods and services by an identified sponsor. The advertisement is delivered to intended audience through various media including newspaper, magazines (business magazines, professional journals and painted bulletins), transit media (cards, outside displays, station posters), and other miscellaneous means (theatre, screen advertising, specialties, directories, dealer display etc.)

          Each advertising situation has character and medium, presenting a unique set of circumstances. A medium that is good for one advertiser may not be good for another. Each medium must therefore be taken into consideration in terms of how well it meets the individual advertiser’s requirements. The entire advertising message is called copy, whether written for newspaper, television, radio or billboard.

          Advertising is distinguished from other form of communication in that the advertiser pays the medium to deliver a message or messages. As a result, the advertiser has the opportunity to say what he wants to say the way he wants it and control the message. He can select the particular issue of a newspaper or magazine in which the advertisement will run. He decides the date and even the minute when the advertisement will be printed or broadcast.

          The objective of some advert is to induce immediate action, create liking and preference for a product or organization, and to create awareness about a product or service. Some advertisements also seek to build a respected corporate identity for a company, product, and brand name or make all familiar to the public.

          Different kinds of business use advertisements to motivate different kind of markets towards different kind of response. All business firms, whether they are retailers, manufacturers, voluntary agencies or service institutions such as insurance companies, airlines and banks, do advertise to build a respected corporate identity, to make their corporate name well known and highly respected. Although, personal contact can be appropriate for reaching small, well defined and highly concentrated markets such as industrial buyers, advertising is the only feasible means of communicating with millions of ultimate consumers.

          Advertising is a supplier to industry, dependent upon wider industry within which its clients are located. There are, however occasions when advertising serves public relations objectives by advancing a company’s point of view. Advertising is different from publicity because in advertising, a company pays for the cost of telling its story. And unlike news, the company also pays for publicity. Advertising therefore goes beyond publicity. It is persuasive; it reminds potential purchasers and even urges them to take certain specific action. The strategy used by advertising is persuasion. Advertising does not and cannot compel anyone to buy or to adopt any product or service, but it persuades.