Advertisements and their importance: a basic pillar for survival and success The role of advertising in enhancing brand promotion and introducing previous experiences

Mahmoud Abdallah

Advertising is a vital media activity for industries, businesses, and service providers, even non-profit organizations. Without advertising, companies miss a key means of promoting their services and attracting beneficiaries and find it difficult to raise donations and provide means to attract financial support. Over time, advertisements have become an indispensable means of marketing products or providing services to people and publicizing the names of companies. There are various types of advertisements. We will shed light on each type and present a previous experience of a huge company and its fate with the rise in the field of advertising and promotion (1)(2).

Types of advertisements

1- Television advertisements: Reaching audiences is expensive

Television advertisements are one of the oldest and most widespread methods of presenting advertisements, but their disadvantage is that they are very expensive and are estimated financially per second, but they are the most effective method of presenting advertisements that reach broad audiences and not a specific segment.

2- Radio advertising: between cost and effectiveness

Radio advertising is also expensive but nowadays it is not used much because radio is no longer used as much by the masses as the previous time periods. The role of radio advertising has changed as technology has evolved.

3- Billboards: from traditional to digital

Billboards on the roads and on advertising spaces in transportation have evolved in this millennium and turned into a digital billboard that can be placed with video and interaction technology, not just an image.

4- Social media advertising: spread and reach

Advertising through social media has now become the most widespread and used by institutions because it is the cheapest and has become the most accessible to the masses due to the frequent use of social media (3)(4)(5).

The importance of advertising for brand survival

The continuation of the largest companies in all fields to launch advertising campaigns surprises many, as they consider that their fame makes them exempt from the need for promotion. This idea is based on the belief that prominent companies, such as Kodak, believe that they do not need marketing strategies and do not need to pay huge sums of money simply because they are famous without any marketing effort. However, this approach surprisingly turned out to be counterproductive, as the company was negatively affected by the emergence of competing brands that successfully promoted itself, even outperforming the giant Kodak (6).

The announcement of bankruptcy and the disappearance of the company, Kodak, from the competitive arena clearly highlights the importance of marketing even for large brands, so it is necessary to pay attention to advertising and marketing to ensure that the fate of “Kodak” is not repeated.