The role of advertising in selling sales promotion of consumer durable:
1. Advertising is useful for giving information and guidance to prospective buyers of consumer durable. Here, it gives the details of special features, benefits, price discount, and other concessions offered, etc. to the purchasers of consumer durable. It encourages interested customers to take the initiative in purchasing the durable articles.
2. Effective advertising of consumer durable creates a proper background for personal selling. It creates an attraction in the minds of consumers, and they are encouraged to visit a retail shop in order to see the article or look at the demonstration of its working. Here, the salesman can use his skills to sell an article to his visitors.
3. Advertising of consumer products enables a manufacturer to face the market competition. He can mention special features of his product and also suggest how his product is superior to that of his competitors. It is useful for sales promotion of consumer durable. Even consumers can make an appropriate selection of a suitable product by studying the advertisements of competitors.
4. Advertising of consumer durable during the festival period acts as a reminder to consumers. They remember to purchase a useful product on the Eve of the Festival. This technique facilitates a sales promotion during the festival period.
5. The seller of consumer products (a manufacturing company) may like to offer attractive gift or price discount to the interested customers. Here, advertising can be made effectively. It encourages them to purchase a durable product. Such advertisements are common during festivals. Even local dealer may offer certain concessions to potential buyers. He can make a suitable AD of such concessions for large-scale selling at the local level.
Effective advertising of consumer durable is necessary and useful for:
1. Regular selling,
2. Providing information and guidance to consumers, and
3. Finally for sales promotion.
While undertaking advertising for consumer goods, durable or industrial products concerned company has to take appropriate decisions and adjust the ad campaigns activities accordingly.