The Importance Of Advertising On Marketing Strategies (Essay Sample)

THE IMPORTANCE OF ADVERTISING ON MARKETING STRATEGIES IN THE GLOBAL SUPERMARKET RETAILING INDUSTRY
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The Importance of Advertising on Marketing Strategies in the Global Supermarket Retailing Industry
Introduction
Business promotion is crucial to the success of any global company concerning the execution of various marketing strategies. According to Jobber and Ellis-Chadwick (2016), advertising is one of the mass communication strategies used in promoting business brands or company-specific products and services with the aim of increasing sales and the subsequent organizational profits for further growth and development. In most cases, businesses resort to advertisements to achieve satisfaction in entertainment, information on products and services, reduction of risks, reassurance of past purchases, and most importantly, vicarious involvement and experience (Jobber & Ellis-Chadwick 2016). As function in any business organization, marketing entails the processes of not only creating and delivering but also communicating value to customers so as to benefit relevant stakeholders to the company. As such, marketing strategies are integrated patterns of decisions specifying critical organizational choices concerning the functions of marketing and allocating resources to facilitate the execution of these tasks among others (Varadarajan 2010). In the global supermarket retailing industry, advertising, a promotional strategy, plays a critical role in determining the execution of appropriate marketing functions to achieve the growth and development of business companies.