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No doubt advertising has be-
come a sine qua non of
marketing strategy. It
is, not only difficult, but almost impossible to sell products and
services of any enterprise without advertising. It is, therefore, now
an acknowledged fact that management of any enterprise needs to
conceive and implement its advertisement strategy along with its
strategic plans to develop, acquire and/or manufacture products and
services for sale in the market. In the process, there is a need to
create some added values in the products/services to distinguish them
from those of others.
It is, therefore, obvious that `added value' in products and
services is the basic necessity for all commercial enterprises.
In fact, all management practices focus on the endeavor to
create `added value' to products and services, without
which there would be no point in making efforts to market the
same.
This is, however, easier said than done. Both new and existing
enterprises have to undergo many challenges to maintain added values
intact for a long period because of rapid and dramatic developments in
technology and also due to growing expectations of consumers. In fact, there are
constant efforts to bring in innovation in products and services to keep
pace with the changing patterns in market demand. However, in recent
years, particularly in advanced countries, it is increasingly felt that
management should endeavor to induct visible added values in all spheres of
activities including advertisements, as the scope for creating further tangible
distinctions in products and services is quite limited, under the present
competitive scenario. |
