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The Funct ion of advert is ing

1. Inform ingnforming function divides into two parts, one is provide with neutral content, such as, publicannouncements or governmental advertising. Another one is produced by manufacturer (Yeshin, 2006).Advertising is often used by manufacturers to inform potential customers about their new products

Yeshin, 1998). Advertising makes consumers aware of new brands, educates them about brand featuresand benefits and facilitates the creation of positive brand images (Shimp, 2003). Advertising aids thentroduction of a new product and boosts demand for existing brands by increasing consumers top-ofmind awareness (TOMA). Advertising also helps the advertisers to provide some form of explanation ofhow a product works (Yeshin, 1998). Besides, advertising can also be used to suggest a new use of acertain product. This practice is called usage expansion advertising(Shimp, 2003). Apart from that,advertising can assist in the process of building a company image (Yeshin, 1998). By correcting falsempressions, companies can respond to consumers fears and reassure them to use or consume theirproducts or services.

2. Persuadin gPolitical parties also use this form of advertisement to persuade the audience that they are the mostappropriate party for the country during the run up to an election. Similar to charities, they use advertisingapproach to alter public opinion, such as, anti-fur. This form of advertising also applies to governmentdepartment, sometimes they wish for changing in attitude toward some particular issues. Formanufactures, they may change the product formulation or a previous miscommunication. These kinds ofsituation would lead manufacturers produce persuasive advertisement for changing customersperceptions of products/service (Yeshin, 2006).

Customers may have different perceptions of a certain brand, product or company. Manufacturers canuse advertising to change their perceptions from negative to positive towards certain attributes or benefits

of the brand, product or company. Persuasion denotes the idea of requiring an individual to put aside hisown beliefs (ideas, intentions) and to accept someone elses (Emamalizadeh, 1985). Nevertheless, in theadvertising case, the advertisers do not coerce the receivers to change their perceptions but rather bygiving them choice. The most popular way is to use rational appeals by providing facts and figures as aneye opener to the receivers (Santiliti, 1983; cited in Emamalizadeh, 1985). Persuasion also takes form ofnfluencing bothprimary demandand secondary demand(Shimp, 2003). Primary demand refers tocreating demand for an entire product category and secondary demand is to build demand for a specificbrand.

3. Remind ingAdvertising is capable in contributing to the growth of a brand and to support established brands (Ewingand Jones, 2000). When a need to purchase a product arises, consumers often relate past advertisinghat comes to their minds in purchase decision making (Shimp, 2003). A product in the maturity stagealso needs advertising as to tell consumers that the product is still available in the market. For someparticular product which only appear seasonally. Advertising is using for remind consumers that theproducts may needed in the future or make sure that the brand is kept in mind during the off seasonYeshin, 2006).

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4. Add ing Value

Advertising adds value to brands by influencing perceptions (Shimp, 2003). Effective advertising enablesa certain brand to be perceived as more elegant, more stylish and prestigious and labeled as higherquality.

5. Assisting Other Companys EffortsAdvertising is one of the marketing communication tools. Advertising can be used together with otherpromotional mixes to create a consistent message and to achieve synergy. As an example, a sample of abrand can be attached in an advertisement of a certain magazine.

6. To Sell

Most advertising seeks the raising of sale of particular goods/service. To achieve the objective,advertising always provide the information of goods/service for both potential and existing customers.Especially for potential customers, advertising tend to reinforce how the product/service is appropriate tohe potential customers needs or lifestyle. Advertising sometimes comes with limited time to encouragecustomers that they can only buy the bargain in short period of time. This time-limited advertising

attempts to persuade the customers do the purchase now rather than later time (Yeshin 2006).

The other key role for advertising is to build brand preference and encourage brand-switching. Toachieve this, advertising focus on superiority of their brand or even comparison with competitors (Yeshin,2006).

Finally, the reason why advertising always seems as an aid to sales are presented as follow:a. Creating awareness.b. Providing essential information.c. Helping to build a relevant brand image.d. Acting as a regular reminded to try, buy or use the brand (Yeshin, 2006).

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