the most basic function of advertising is cognitive function. Advertisements can help consumers to know and understand the trademarks, functions, uses, methods of use and maintenance, places and methods of purchase, prices and other contents of various commodities, thus playing the role of transmitting information and communicating production and sales.

as the saying goes, good goods must be advertised skillfully. However, in real life, there are still some enterprises that are not very clear about the role of advertising, and think that advertising costs a lot and is not worth the candle. Therefore, they would rather travel far and wide, train and ship, and work hard to sell everywhere than advertise. Practice has proved that advertising is one of the fastest, most economical and most effective means to convey economic information. Good products with the help of modern scientific means of advertising, its role is many times higher than manpower.

second, stimulate demand and increase sales

a good advertisement can induce consumers' interest and feelings, arouse consumers' desire to buy the goods, and finally promote consumers' buying actions. There was an example: a tobacco company in a certain country sent a salesman to the Gulf tourist area to promote the company's "Crown brand" cigarettes, but the cigarette market in this area has been occupied by other companies' brands. The salesman was so puzzled that he was inspired by the "No Smoking" brand by accident that he creatively made a number of large billboards with the words "No Smoking" written on them, and added a line below them: " The result greatly aroused the interest of tourists, competing to buy "Crown brand" cigarettes, which opened up sales for the company.

3. Promoting competition and opening up markets

Large-scale advertising is an important competitive strategy for enterprises. When a new product goes on the market, if consumers don't know its name, purpose, place and method of purchase, it will be difficult to open the market, especially in the case of fierce market competition and greatly accelerated product upgrading, enterprises can make consumers attractive to their products through large-scale advertising, which is very beneficial for enterprises to explore the market.

improving the popularity of goods is one of the important contents of enterprise competition, and advertising is an indispensable weapon to improve the popularity of goods. Smart entrepreneurs are always good at using advertisements to improve the "reputation" of enterprises and products, thus raising their "worth", promoting competition and opening up markets.

Fourth, introduce knowledge and guide consumption

There are many kinds of modern production, and new products emerge one after another. However, it is difficult for people to buy what they need in time, and advertisements can guide consumption through the introduction of commodity knowledge.

after purchasing some products, consumers don't fully understand the performance and structure of the products. Therefore, problems often occur in use and maintenance. The introduction of commodity knowledge through advertisements can also better guide consumers to do a good job in product repair and maintenance, thus prolonging the service time of products.

V. Enriching life and cultivating sentiment

A good advertisement is actually a fine work of art, which not only introduces the goods to people truly and concretely, but also causes people to have rich life associations, establish new consumption concepts, increase the enjoyment of spiritual beauty, and generate a desire to buy through the observation and appreciation of the image of the work.

Good advertisements can also help consumers to establish a correct moral outlook and outlook on life, cultivate people's spiritual civilization, and give consumers scientific and technological knowledge to cultivate people's sentiments.