The purpose of advertising is to create awareness of brand and to make the selected brand the most sought after product or service. The initial method of advertisement was carried out through bill boards, newspapers, television and radio stations, but things seem to be different now, more than the radio and television stations used initially, social media is a factor that is gradually replacing the old ideas of advertising.
Advertising is a paid form of exposure or promotion by some sponsors that reaches through various and different media such as television, commercial radio, newspaper, magazines, mails and text messages. (Ahmed and Ashfaq, 2013).
Advertising is a set of techniques and methods that have the objective of informing and convincing the client to buy some products or services. (Reynard 1974)
An effective tool that is used in advertising is emotional advertising strategy as it makes it possible for consumers to provide emotional response to the product in question and this helps the advertisers or advertising company to give the product more awareness.
In the year 2013, the association of chambers of commerce and industry in India performed a research on the impact of advert on consumer behaviour and they obtained the result that: as a result of the advertisement carried out, men began to purchase more of the cosmetics made available more than the female and I am of the opinion that the advertisement strategy must have been to make the men aware that they could purchase those items for their wives or girlfriends to look more beautiful. The research gave them the conclusion that consumers buy more of the product that they are emotionally attached to.
Research has shown that constant as well as consistent advertising and promotion strategy, helps a company to stay on the mind of consumers. Consumers do not usually know what they need according to research, and outlining the benefits as well as the features of a certain product, makes them realize how it could feel into their needs.
Discounted rate as a promotion strategy.
When the price of a product is reduced and there is a notification that offer will last only for a limited time, there is usually a reaction from customers to get more of those products and this means more sales of the particular item which is another method of advertisement. On several occasions, this discounted method is used whenever there is a strong competition for the product being advertised.
Whatever advertisement strategy is used, it is only said to be successful, if it skilfully engages the mind of consumers and gets them to buy the product advertised