CC BY
377THE ROLE AND IMPORTANCE OF ADVERTISING IN SERVICE
SPHERE
12 3
Sokhadaliev A.M. , Solieva G.A. , Karimjanova R.M.
1Sokhadaliev Abdurashid Mamadalievich - Associate Professor;
2Solieva Gulbakhor Ahmadjanovna - PhD, Senior Lecturer;
3Karimjanova Ranokhon Makhmudovna - Senior Lecturer, DEPARTMENT OF MARKETING, NAMANGAN INSTITUTE OF ENGINEERING TECHNOLOGY, NAMANGAN, REPUBLIC OF UZBEKISTAN
Abstract: this article is devoted the role and importance of advertising in service sphere. Aspects of honest advertising, such as authenticity, clarity, purposefulness, humanity, knowledge-based, should be specific to sales advertising. Keywords: marketing, advertising, service, advertising opportunities.
Today, we often use the phrase "Advertising is a sales leader." Advertising is about informing someone about something. But advertising has a very broad meaning and can be interpreted in a variety of ways, not limited to a single definition. When we talk about this topic, we think not only about business, but also about everyday life around us in general.
Advertising opportunities are not only for those who have money, but also for those who advertise well. Well-known marketer Philip Kotler describes advertising as follows: "Advertising is a non-personal form of communication, which is carried out through paid media, with a clear indication of the source of funding. There are two types of advertising: sales advertising, political advertising, religious advertising and others.
The power and importance of advertising is known from world experience. It is primarily a collection of information that has emotional overtones in a concise, artistically expressed form and conveys the most important facts and information about goods and services to the minds and attention of potential buyers. At the same time, it should be noted that advertising is always information, but information is not always advertising.
Sales advertising should help customers improve the quality of sales services. With the help of advertising, buyers can quickly find the goods they need, buy them in a way that is convenient for them and with less time. At the same time, sales of goods will accelerate, the efficiency of sales staff will increase, costs will decrease.
The humanity of sales advertising means that it contributes to the harmonious development of the individual, the spiritual growth of the person, the expansion of his worldview, the strengthening of his health, the improvement of his life and production.
Advertising is based on knowledge, it is based on the achievements of various sciences and technologies (art, sociology, psychology, medicine, ergonomics, design, etc.).
Thus, the whole process of advertising to influence the consumer must be structured in close connection with his lifestyle, the economic, social and moral tasks of modern society.
Advertising plays a central role in the system of marketing communications. Of the many definitions of advertising, the following can be distinguished:
"Advertising is any paid form of presentation and promotion of ideas or services on behalf of a particular sponsor in person" (American Marketing Association (AMA) definition).
"Advertising is a paid, one-way, and non-personal appeal made through the media and other forms of communication that promotes a product, brand, firm (a job, a candidate, a government)."
Some experts view advertising as "a form of communication that seeks to translate the quality of goods and services, as well as ideas into the language of consumer needs and requirements."
Abstraction in terms of advertising effectiveness. This quality is a logical continuation of the previous feature. The feedback in the communication (and the seller, of course, expects the buyer to make a purchase decision) is both probable and unknown. The fact of purchase
depends on many factors that are not directly related to advertising, are subjective and can not be formalized.
Social feature. The advertised brand is assumed to be legitimate and generally accepted. That is why we do not encounter advertisements for drugs and other goods prohibited by law.
The advertising message clearly states the sponsor, at whose expense and in whose name the advertisement is made, the advertiser. From the beginning, the person who pays for advertising is considered to be the source of advertising communication.
Advertising does not claim objectivity. It is generally accepted that the advertising appeal focuses on the advantages of the advertised product or firm. They may be exaggerated, but the shortcomings of the advertising subject may not be mentioned. Advertisers are already used to it. The view of advertising is viewed with suspicion and mistrust.
Prone to glare and gossip. Repeated advertising arguments have a certain psychological effect on the consumer and motivate him to buy.
Ultimately, like other elements of the marketing mix, all the functions of advertising serve to achieve the goals of the marketing communication system, namely the formation of demand and sales promotion.
The main emphasis on the fact that advertising is an important component of marketing is based on the fact that the marketing industry covers all aspects of the current economy of developed countries, and any stage of marketing is directly or indirectly related to their advertising activities.
As part of a unified marketing strategy, advertising has an active impact on production, and when entering the market, it leads to the achievement of commercial results, taking into account demand.
The distinguishing feature of modern advertising as a logical component of the marketing system is not just the formation of demand, but its management within a selected segment of consumers. This is possible because, first of all, the market is a set of segments that reflect the tastes and needs of consumers. The goal for firms is to penetrate as much as possible into the selected segment without scattering their efforts to the entire market.
Second, it is possible to know sufficiently clearly the changes in demand that underlie the differentiation of a product and its advertising, respectively. Product stratification facilitates advertising activities and increases its effectiveness. The amount of profit and the amount of money needed for advertising usually depends on the level of stratification.
At present, the range of products is constantly evolving, and not the consumer characteristics of the goods, but their image-building, ie ease of delivery and service, warranty conditions and similar characteristics are emerging as demand factors. . Today, an important element (element) of the attractiveness of goods in foreign markets is the level of services provided after their sale.
Thus, on the one hand, advertising is becoming a flexible means of promoting product sales, not related to price, and on the other hand - is becoming a new type of integrated advertising and information communication.
Advertising can effectively solve the following tasks, depending on the goals set depending on the specific market situation:
- providing information (formation of awareness and knowledge about a new product, a particular event, company, etc.);
- persuasion (formation of the image of the company and its products gradually and regularly by the relevant consumer; persuasion of the buyer to buy; encouragement of the fact of purchase, etc.);
- remind (support awareness, remind consumers of the possibility of hoth between purchases) and other functions.
A scientific approach to the study of advertising requires considering it as a form of human communication. Forming a relationship, the advertiser's attempt to establish channels
of communication with the audience is its essence. Otherwise advertising is officially
accepted as a variety of advertising sources and many distribution channels. In this
approach, advertising becomes unsystematic and ineffective in practice.
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