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The Function of advertising
1. Informing Informing function divides into two parts, one is provide with neutral content, such as, public announcements or governmental advertising. Another one is produced by manufacturer (Yeshin, 2006). Advertising is often used by manufacturers to inform potential customers about their new products (Yeshin, 1998). Advertising makes consumers aware of new brands, educates them about brand features and benefits and facilitates the creation of positive brand images (Shimp, 2003). Advertising aids the introduction of a new product and boosts demand for existing brands by increasing cons umers top-of mind awareness (TOMA). Advertising also helps the advertisers to provide some form of explanation of how a product works (Yeshin, 1998). Besides, advertising can also be used to suggest a new use of a certain product. This practice is called usage expansion advertising (Shimp, 2003). Apart from that, advertising can assist in the process of building a company image (Yeshin, 1998). By correcting false impressions, companies can respond to consumers fears and reassure them to use or consume the ir products or services. 2. Persuading Political parties also use this form of advertisement to persuade the audience that they are the most appropriate party for the country during the run up to an election. Similar to charities, they use advertising approach to alter public opinion, such as, anti-fur. This form of advertising also applies to government department, sometimes they wish for changing in attitude toward some particular issues. For manufactures, they may change the product formulation or a previous miscommunication. These kinds of situation would lead manufacturers produce persuasive advertisement for changing customers perceptions of products/service (Yeshin, 2006). Customers may have different perceptions of a certain brand, product or company. Manufacturers can use advertising to change their perceptions from negative to positive towards certain attributes or benefits of the brand, product or company. Persuasion denotes the idea of requiring an individual to put aside his own beliefs (ideas, intentions) and to accept someone elses (Emamalizadeh, 1985). Nevertheless, in the advertising case, the advertisers do not coerce the receivers to change their perceptions but rather by giving them choice. The most popular way is to use rational appeals by providing facts and figures as an eye opener to the receivers (Santiliti, 1983; cited in Emamalizadeh, 1985). Persuasion also takes form of influencing both primary demand and secondary demand (Shimp, 2003). Primary demand refers to creating demand for an entire product category and secondary demand is to build demand for a specific brand. 3. Reminding Advertising is capable in contributing to the growth of a brand and to support established brands (Ewing and Jones, 2000). When a need to purchase a product arises, consumers often relate past advertising that comes to their minds in purchase decision making (Shimp, 2003). A product in the maturity stage also needs advertising as to tell consumers that the product is still available in the market. For some particular product which only appear seasonally. Advertising is using for remind consumers that the products may needed in the future or make sure that the brand is kept in mind during the off season (Yeshin, 2006).

4. Adding Value Advertising adds value to brands by influencing perceptions (Shimp, 2003). Effective advertising enables a certain brand to be perceived as more elegant, more stylish and prestigious and labeled as higher quality. 5. Assisting Other Companys Efforts Advertising is one of the marketing communication tools. Advertising can be used together with other promotional mixes to create a consistent message and to achieve synergy. As an example, a sample of a brand can be attached in an advertisement of a certain magazine. 6. To Sell Most advertising seeks the raising of sale of particular goods/service. To achieve the objective, advertising always provide the information of goods/service for both potential and existing customers. Especially for potential customers, advertising tend to reinforce how the product/service is appropriate to the potential customers needs or lifestyle. Advertising sometimes comes with limited time to encourage customers that they can only buy the bargain in short period of time. This time-limited advertising attempts to persuade the customers do the purchase now rather than later time (Yeshin 2006). The other key role for advertising is to build brand preference and encourage brand-switching. To achieve this, advertising focus on superiority of their brand or even comparison with competitors (Yeshin, 2006). . Finally, the reason why advertising always seems as an aid to sales are presented as follow: a. Creating awareness. b. Providing essential information. c. Helping to build a relevant brand image. d. Acting as a regular reminded to try, buy or use the brand (Yeshin, 2006).

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