The relationship between the effects of advertising and genuine needs on sales records is still obscure. To clarify this obscurity, some believe that nowadays, the notable sales of the most demanded products reveal the effectiveness of advertising rather than the actual customer needs in society. I think that advertising is powerful, but when it comes to real needs, we must be careful in estimating its power.
The advertising industry today has become significantly more sophisticated. Marketers think like scientists and deeply understand how consumers think and behave in various age groups, and, as a result, they can awaken their desire by creating artificial needs for them to purchase items they do not need. With this knowledge, they use a wide range of techniques, including celebrity endorsements, knowing that shoppers respond more positively and buy whatever celebrities endorse, regardless of whether they actually need it.
However, when it comes to actual needs, the issue becomes complex. In some societies, it is because of the actual need of society where a product is sold that sales increase, rather than the magical power of advertising. For instance, do people purchase air conditioners in hot climates because of advertising? In such areas, marketers can only convince customers to choose a specific brand to drive sales, which might not always be successful. However, outside such regions, advertising must again become a convincing force and find ways to make people think they need air conditioners.
In conclusion, we must admit that advertising is a force that can drive up sales because, unlike in the past, it is more scientific and effective, although its power should not be overestimated. Consumers sometimes buy certain products because they need them, not because they are influenced by advertising.
