Advertising, being an utterly vital segment of the promotional dimension of marketing, has its share of strengths in its role as a marketing technique. There are other elements in the promotional mix as well such as sales promotion, publicity and direct marketing, nevertheless advertising has an exclusive strength to reach a mass audience. The reach factor is very important that accentuates the significance of advertising in the process of marketing as well as branding. Furthermore advertising is an essential tool to introduce products for the first time in the market. Not only that but it also illustrates any modifications and alterations in the product or service that it is advertising. Moreover it proves to be a very effective source of reminding and reinforcing the impact of its communication of the product, not letting the consumers forget about it. Last but not the least it persuades the target audience and shapes their buying decisions.
