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Parvazeghalam / Advertising plays an important role in the marketing so that we can say the heart of marketing is the advertising. Perhaps the most significant role of advertising in the products sales is to increase brand awareness resulting to the conversion of the hidden customers into loyal customers, brand awareness and the consciousness of the brand product’s features and services can be done by making their characteristics more visible
Of the most remarkable roles of the promotions that the business owners are inattentive toward is the role of advertising in the clients purchase behavior. The decisions and steps the customer goes through while purchasing are called purchase behavior. The informational ads like brand awareness incremental ads, the awareness of the benefits of your products and introducing your company or products and services can be highly effective in the customer’s purchase behavior. When the clients get to know your brand and the advantages over your business competitors, the make the purchase easier. This issue doubtlessly shows the role of promotions. Also marketing requires experience and skill in the advertising field. The marketing person must be familiar with various methods of advertising. The main purpose of marketing is to convince customers to purchase from companies. Therefor the marketing person should use all the advertising methods and knows what type of promotion should be used in every place to convince the clients to purchase. Among the most common criteria to evaluate the ads’ result is capturing the attention of the audience and reminding the promotion contents in the specific group or potential customers in less than 24 hours After subscription and evaluating the seen promotion. The most important characteristic of a good ad is to attract customer attention. In fact the promotion that is not able to attract the target customers attention will not be effective. There are two ways to review the level of customers attention; the first way is pre-test and the second is post-test. In pretest measurement , to ask the customers to what extent they know and remember the advertising they watched before. The business owners who generally pay special attention to the promotions lean on it, mostly by reviewing the customers awareness of a brand evaluate the effect of promotions in sales. In this type of assessment there is a direct connection between advertising and clients awareness. Meanwhile, many people have criticized this kind of evaluation of the promotions effect. Because customers attention is not a direct result of the ads and many other factors are involved
Elham Khorsand – Author and Reseacher
