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Informative advertising is a sales and marketing approach that focuses on the task of attracting consumers by educating them on the nature and benefits of products, along with identifying the benefits derived from choosing to purchase those products. Typically, this approach focuses attention on what a given product has to offer in terms of quality and practical use rather than comparing the product to similar goods or services available in the marketplace. Advertising of this type is often used with newer products, making it easier for potential customers to quickly and easily learn what the product is, what it does, and why it would be worth the time and effort to give the product a try.
There are several benefits associated with the use of informative advertising. One has to do with the building of a solid reputation among consumers. Since the approach includes an effort to educate consumers on the nature and benefits of the product, there is little to no room to draw comparisons with similar products or infer that those other products are not as good. Instead, the informative approach makes no comparisons, but simply provides factual data about what the product does and does not offer. This strategy is often perceived as indicating a greater degree of confidence in both the product and the ability of the consumer to manage the comparison process and make the right decision.
Another advantage to informative advertising is that the approach tends to provide examples of when and how to safely make use of a product. For example, pharmaceutical companies will include information in print and other types of media ads that make consumers aware that it is not recommended to take a certain product while pregnant, driving a car, or operating heavy machinery. In like manner, companies who produce alcoholic products will typically inform readers that driving after enjoying the products is discouraged. Along with equipping consumers with knowledge on what they may and may not do after using a product, this approach also helps to minimize the potential for lawsuits that would otherwise develop if those types of warnings were not included in the advertising effort.
Many different types of organizations use informative advertising. Businesses use the approach to educate consumers on the goods and services they have to offer. Non-profit organizations often use this strategy to educate the public about a disease, charity, or other endeavor that is the reason for the organization’s existence, inviting others to participate in support of that endeavor. Even religious and philosophical organizations utilize informative advertising to educate the public on core beliefs and values, as well as the scope of programs and ministries offered by those organizations, an approach that makes it easier to connect with like-minded individuals and allow the organizations to grow.
Informative advertising is good when -- and only when -- the company responsible for it is ethical enough to tell the public the truth. There is a view out there that members of the public will believe what they are told and that does nothing but give organizations the excuse they need to spout of anything in the hopes of suckering some people into handing them their money.
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