Marketing Advertisement

Marketers, always have to remember that the customer is the best advertiser, be it a product or a service. It is basic human nature to go for the tried, tested and validated products/services. We all know that, “Tangibility” is the basic difference between a product and service. All Products are returnable. However, services are not returnable.

In Product advertisements, the emphasis is on the product, its uniqueness, features etc. Being tangible, customers can be made to experiment the product. The main focus is on making the product stand out of its peers. In such cases, advertisements are taken as a platform to showcase the products’ speciality and less importance is given to the feel of the customer upon using the product. The main objective will be to get an acclamation for the product by insisting on its unique appeal and set a special space for the product in the customers mind and also in the heart.

Whereas when it comes to marketing a service which is totally intangible, the experience of the customer is what counts the most and it is also the hardest part to market. Also a service rendered depends on the mood of the customer at that particular time. These factors make services marketing highly challenging. A major part of service marketing depends on the relationship the marketer/ seller is able to establish with the customer. Hence these ads attempt to bring “the connection” with the customer and intend to make them feel good by insisting the way in which the service is rendered. The emphasis is on the advantage the customers get if their service is used. The ads attempt to carve a place for itself psychologically in the customer’s heart. The advantage of the service is informed and these ads remind that when it comes to marketing of services, it is all about customer relationships.

That said, neither product nor services advertisements would produce great results if the underlying product or service is of poor standards. It is highly critical to...