THE ROLE AND IMPACT OF ADVERTISING / Dr Melika Molkara

Tajhiznews / Nowadays due to international propagation of competition and formation of the worldwide competition , only the countries associated with this wave and trend can be victorious and successful and by the products and services they offer, Making more value for their customers. In the days of the modern world nearly everyone is exposed to advertisements and other communication activities that the effectiveness of the advertisements is one of the main issues in the promotions realm. In today’s world advertisement is beneficial not only for the customers but for the target market and business improvement of the brands as well. For by giving information and knowledge about the products and customer services helps them to make decisions and to choose and intelligently by Expressing differences and distinctions of products and services of brands.

on this basis the customers of the target market according to their needs and budget can pick the desired product or service.

The leading brands in the world these days are well aware of the fact that the advertisement of the products should be based on the reality and truth otherwise the advertising will be considered as a anti value for the brand. Based on this, businesses to catch up with and overtake the competitors in the market, should develop better products of superior quality and features and express them by the means of advertising which helps to improve and develop their position in the market. But the criticism of advertisements in the society will have an impact on production, employment and economy.

It goes without saying if there is quality, fair price and integrity in the goal and contents of the advertising program, not only benefits the advertiser but the society and the country. Among the main goals of advertising in the modern world are attraction, continuity, replacement and brand key.

In the modern world advertising plays a major role in economic growth , in addition to the fact that the advertising industry itself is dynamic, it affects the sales and growth of economic enterprises and the awareness and purchase of the target market of products and services. for some businesses the advertising may be done in few dimensions, instead the promotion budget may be spent over other cases of promotion like Personal sales by sales team.

For some small brands, advertising includes small-scale occasional or seasonal ads such as those in the classified sections of local newspapers.

But the most successful businesses, no matter how large or small, that rely on advertising to fulfill their main goals mostly they are more successful and have a better position in the target market than their competitors.

In the modern world that changes are taking place in an indescribable speed, a successful and long-lasting brand is a brand that can align its services with

the latest technology and as a good advertisement tells us what we need even before we notice and think about it.