Is advertising still needed?

Advertising is one great means to inform and persuade, whether it is used in organizations or even to promote their causes to a certain target of people (Kotler and Amstrong, 2012). It is a form of communication for marketing and used to encourage, persuade, or manipulate an audience to continue or take some new action. Advertising is the best way to capture market, audience to acquire goods and services. Advertising may cost businesses a fortune, but advertising is only a success if the advertisements gain attention and communicates well within the target audience. Messages can be transmitted to the target audience through a variety of media types such as radio, television, newspapers, outdoor advertising and the Internet (Levens, 2012). The selection of the media is solely relied on the target audience and which type of media do they consume and how frequent are they exposed to that particular media. Kotler and Amstrong (2012) state that the creative concept will guide the choice of specific appeals to be used in an advertising campaign. The advertiser must find the best approach, style, tone, words, and format for executing the messages. Appeals should be distinctive. The creative aspect of advertising has responsibilities such as making sure that the message is not only received but also being interpreted or decoded properly by the target audience. Advertising can alert consumers to new products in market that satisfy their needs, let them know when and where special offers are available, and also suggest them how to compare between brands (Levens, 2012). Advertising is also used by well-established brands to maintain brand awareness and remind customers to buy. It is basically a constant reminder to the customers of new products in the market and provides necessary information about the product to attract potential customers. Advertising is still powerful than it used to be despite the consumers are better informed and likely to be influenced by

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