Though I tend to lean in how TV has had a huge impact, and that it is important that the companies that are advertising know their target audience, as to Marketing is no longer just a cleaver phrase, I would have to disagree. If you look at the Geico commercial, the small little animal is immediately associated with the product. As to branding this is more a function of public relations, however with the new buzz of IMC, integrated marketing communications, you will see a working relationship between marketing departments and Public Relations departments. As a point to ponder you mention why customers purchase your product, is this because of the advertising campaign, developing a perceived need. Please explain your answer with an example to support your direction. (100 word)
Customers purchase products because it satisfies their needs. It does not have to be a genuine fulfillment of need. It may only be a perception that the need is being fulfilled. Marketing researchers first try to find the needs and wants of the target market, if a need does not exist, they try to create it. So in a way it can be argued that advertisement may create a need where it doesn’t exist. Take an example of Budweiser where it associates football with the beer and creates a need for young men who like football.