Advertising as a form of marketing

Advertising is a paid, non-personal communication to the public about a product or service. It is one of the best forms of marketing because:

1. Wide reach: Television, radio, newspapers, hoardings and social media can reach millions of people at once.
2. Low cost per customer: Compared with personal selling, cost per person reached is small.
3. Creates awareness and demand: Launches new products quickly, for example a new data package or a mobile payment app.
4. Builds brand image and loyalty: Repeated messages create trust and recognition.
5. Persuades and informs: Explains features, price and benefits, and influences buying behaviour.
6. Supports sales and distribution: Stimulates retailers and helps salespeople.
7. Competitive tool: Helps a firm stand out from competitors.
8. Flexible and measurable (digital): Online ads can be targeted and tracked.
9. Educates society: Public service messages, such as health and safety campaigns.

Because of this reach, speed and ability to shape brand image, advertising is widely used by firms in Nepal such as telecom companies, banks and consumer goods firms. It should still be combined with the rest of the marketing mix.