Provide service and collect information The changed role of advertising For many companies it is tempting to significantly reduce the advertising budget in times of shortages. Something you can't sell needs no attention, is the thought. Kotler describes 4 alternatives for cutting the advertising budget: 1. Shift the advertising budget to products that are still abundantly available This is an obvious response, but risky. Often the products that are still available in abundance are at the end of their life cycle or have low margins. Advertising on these products certainly does not always result in an increase in sales.
Shift the advertising budget to products that have Whatsapp list just been launched and are still at the beginning of their product lifecycle Products that still need intensive promotion to generate market awareness and interest. The investment in times of shortage will then be paid back more quickly in times of abundance, it is expected. 3. Shift the advertising budget towards advertising to teach the customer to use the product more economically, or more sustainably This form of advertising can lower the demand for scarce products, reduce the negative effects of less scarce products and build goodwill with the public. This does require nuance and sincerity.
This form of advertising can quickly be experienced as a marketing ploy to polish the image, as is the case with ' '. 4. Sponsor messages to defend the company against all forms of criticism imaginable During the oil crisis, some oil companies ran full-page advertisements explaining that they needed their generous profits to invest in new oil fields and refineries. The effect of this way of advertising has not been demonstrated. Yet it is widely used again, through social media, through the selective sponsorship of research and even through the promotion of fake news. Advertising Policy Benefit Disadvantage .