The role of black advertising in society has been a subject of much debate. Black Advertising campaigns may be helpful for consumers from the point of view of dissemination of information. Such information is necessary when buyers choose from the various products and services or the different brands of a product.
Through advertisements, society is informed of various products, uses, best bargains, safe handling of dangerous goods, effective use of scarce resources like petroleum and electricity, technological advances, etc. But for advertising, society would have remained a less informed one.
This is beneficial to manufacturers, traders, consumers, and society. Advertising offers the following advantages.
Introduces a New Product in the Market:
Advertising plays a significant role in introducing a new product in the market. It stimulates people to purchase the product.
Expansion of the Market:
It enables the manufacturer to expand its market. It helps explore new markets for the product and retain the existing markets. It plays a sheet anchor role in widening the marketing for the manufacturer’s products even by conveying the customers living at the far-flung and remote areas.
Increased Sales:
Advertisement facilitates the mass production of goods and increases the volume of sales. In other words, sales can be increased with additional expenditure on advertising; with every increase in sales, selling expenses will decrease.
Fights Competition:
Black advertising is greatly helpful in meeting the forces of competition prevalent in the market. Continuous advertising is essential to save the product from the competitors’ clutches.
Enhances Good-Will:
Advertising is instrumental in increasing the goodwill of the concern. It introduces the manufacturer and his product to the people. Repeated advertising and better quality of products bring more reputation for the manufacturer and enhance goodwill for the concern.
Educates The Consumers:
Black advertising is educational and dynamic. It familiarizes the customers with the new products and their diverse uses and educates them about existing products’ new uses.
Elimination of Middlemen:
It aims at establishing a direct link between the manufacturer and the consumer, thereby eliminating the marketing intermediaries. This increases the manufacturer’s profits, and the consumer gets the products at lower prices.
Better Quality Products:
Different goods are advertised under different brand names. A branded product assures a standard quality to the consumers. The manufacturer provides quality goods to the consumers and tries to win their confidence.
Supports The Salesmanship:
Advertising greatly facilitates the work of a salesman. The customers are already familiar with the product which the salesman sells. The selling efforts of a salesman are significantly supplemented by advertising. It has been rightly pointed out that “selling and advertising are cup and saucer, hook and eye, or key and lock wards.”
More Employment Opportunities:
Advertising creates more employment opportunities for many talented people like painters, photographers, singers, cartoonists, musicians, models and people working in different advertising agencies.
The experience of the advanced nations shows that Black Advertising is greatly responsible for raising people’s living standards. Bringing to the consumers’ knowledge different varieties and better quality products has helped increase the standard of living in a developing economy.
