Discussing about success of a business, most people will say – quality. Quality is the most important part. For me, I won’t deny the importance of quality, but it’s the essential and fundamental part. In my opinion, a strategy to promote a successful business is to invest in advertising.
First, advertising helps products be publicized in market. In old ages, business was only limited in one region because information didn’t spread widely. So advertising was not as important as nowadays, and of course success was not equally large. While in the 21st century, the world has become a global market, when we mention success of a business, it must be related to market and popularity. Advertising becomes unprecedentedly important. Just imagine a situation that a consumer is standing in front of aisles in a supermarket, looking for groceries, and will he choose something that he’s never heard about? Definitely no. How can a company introduce a new product to consumers? The answer is through advertising! Only through this can products be publicized. So, advertising is definitely a crucial part in business.
Second, advertising makes products become preferential choices among competitors. With the development in commerce, consumers have a variety of choices in similar products, so competition is becoming fiercer and fiercer. Let’s come back to the picture we just formed in mind. The consumer is still standing in front of aisles in a supermarket, looking for groceries, maybe a shampoo. Will he choose a little-known brand instead of famous ones? Probably no. People tend to buy things they’re familiar with or curious about. How can a company arouse consumers’ familiarity or curiosity? The answer is through advertising. There’s nothing but advertising can impress a product in consumers’ mind. When turning on TV, a consumer sees a commercial of REJOICE; when listening to radio, he hears promotion of REJOICE; when taking a subway, he notices a poster of REJOICE; when opening a magazine, he reads introduction of REJOICE. Familiarity and curiosity are implanted in consumers’ mind so that he chooses a shampoo of REJOICE involuntarily. Therefore, if a company wants his products become preferential choices, he must invest a lot of money in advertising.
The 21st century is an information era. No matter how impeccable a product is, it needs to be known at first. So advertising is a vital part in promoting a successful business.