Identify and explain the promotional tool of marketing mix

The promotional tool of marketing mix which plays a persuasive service and informational role thereby linking a business firm to its customers is advertising. Advertising is a way of persuading and informing audiences about a product or service, building brand awareness and influencing decisions. Advertising can be used to promote awareness of new products, build familiarity with existing products or services, increase sales, attract new customers and strengthen relationships with existing customers. Four ways advertising helps increase sales for business owners include: 1. Generating awareness: Advertising can create awareness about a product or service among potential customers who would have been unaware of it had they not seen the advertisement. 2. Enhancing visibility: Advertisements help in increasing the visibility of a product or service as they appear in more than one space. 3. Influencing purchase decisions: Advertising can effectively influence the buying decisions of people as advertisements tend to bring to light the advantages of buying the product or service. 4. Increasing customer loyalty: Advertising can increase customer loyalty if a business is able to successfully reach potential customers with unique and compelling campaigns. This can be beneficial in developing long term relationships and building brand loyalty.