One of the facets of having a business is advertising or introducing a product to the general public. A product, however good it may be, won't sell that much to your customers if it is not introduced well. Customers have to know that your product exists first, and then they will judge the product after they have tried it for the first time. If they find your product excellent, chances are they will recommend this to their colleagues, friends, and families, which in turn try your products out and, hopefully, recommend, and so on and so forth.Part of advertising is setting up an image. How do you want your customers to see your products and your company in general? Do you want to see your company as a company for the masses? For the middle class? For the affluent? Do you want your customers to see your company as a company that produces top-notch products (I am sure you would)? Or would you let them think that your products are as good as garbage?
While part of this image-creation process is the production of good products and ensuring that your customers feel what you want them to feel while they are in your establishments (assuming you have a physical establishment), advertising also plays a key role. Again, you have to introduce your products to them and let them decide if they fit the image you want these products to have. Of course you will have to make an extra effort to make them feel that way.
Just look at the advertisement of a new burger from McDonald's Japan. Aside from the absence of Ronald McDonald, the company got foreign models and pose like those in ads of luxury brands. May I add that this ad is a breath from fresh air from all the contemporary fastfood ads they have been churning out all these years? At least this burger looks healthier. Or is that just me?
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