In today’s changing business environment, most of business organizations use advertising to create the demand for a product or service. But, some economists have argued that advertising just tries to get the consumer's attention, so that they know a product or service is available (Chris, Allen & Semenik, 2010). It means advertising just only informs about the product or service & does not create the demand for a product or service. For instance, no amount of advertising will create demand for a diabetes drug, if a consumer doesn't have diabetes. In addition, no amount of advertising will get someone to buy another minivan, when they just purchased one.
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This example clearly indicates that there should be a need to create a demand. Simply, advertising informs about a product or service to the consumers (Hutchison, Macy & Allen, 2009).
In contrast, advertising may only fulfill the demand of a product or service.
If someone is diagnosed with diabetes, but isn't aware of drugs specifically for diabetes, advertising will help make that person aware (Plessis, 2005).
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Along with this, it should also be noted down that for new products, advertising helps to fulfill demand by solving the missing information to aware people. For example, hundreds of consumer products or grocery items created by the organization each year, 95 percent of which fail and are discontinued due to lack of demand from consumers. Hence, advertising does not create a demand of a product or service (Elliott & Percy, 2007).
