1. You benefit in the short term, and you benefit in the long term, if you advertise.

A case in point is weekly circulars. Hertel says doing away with them right now is “kind of dangerous” because loyal customers read the ads, and you want to hang on those customers.

Counter-argument
And other experts say because fewer people are reading newspapers these days, weekly circulars aren’t as effective as they once were.

Online advertising doesn’t cost much. (Hoback, Jane. Natural foods Merchandiser 32.3 Mar 2011: 62 “Why ADVERTISE in a down economy”)

2. Advertising can fill many roles: awareness, recruitment, donor recognition, growth, new building launch, reputation improvement and advocacy, just to name a few. (Marketing Health Services. Spring 2011, Vol. 31 Issue 2, p3-5. “Why advertise...and why not?”)

3. Advertising is a primary tool that firm use to affect the performance of their products, especially in markets for customer goods such as automobiles, computers, cell phones, and digital cameras. Such markets are characterized by the continuous turnover of multiple, relatively close substitute products. Therefore, advertising becomes crucial in making consumers aware of the existence and characteristics of new products.

Thus, the marketing literature has acknowledged how advertising influences consumers, beyond the traditional effects on their preferences. It changes consumers’ awareness of a product. The awareness, in turn, determines consumers’ choice sets;

To the extent that consumers currently aware of a products are more likely to keep product increase over time. (Barroso, Alicia, Llobet, Gerard , Journal of Marketing Research, December 2012, Vol.49(6), pp.773-792 [Peer Reviewed Journal] “Advertising and consumer awareness of new, differentiated