Which of the Following Statements is True of Marketing?
Which of the following statements is really true of advertising? Advertising, to put it simply, is a way of selling a product or service to a target audience. In this sense advertising is “essentially” an event-specific communication.
There is no way, however, that any statement can be both true and false. The truth value of a statement, then, depends on its ability to accurately portray the underlying truth. So, for instance, when someone says that “the best product” has been used by X number of customers, this implies (if the wording is clear enough) that X customers have purchased the product in the past, and therefore X represents the truth value of the claim.
But that’s not all that can be done. Just as there are truths and falsities, there are also circumstances under which advertising is more useful than other forms of sales communication. For example, an advertising campaign designed to promote sales for a new product could be considered more helpful than a magazine ad, television commercial, or even radio advertisement. It could be argued, for example, that television advertisements are more likely to spur purchasing in some people than in others, whereas magazine ads are more likely to be “word of mouth” promotions.
Or perhaps the question should be, which of the following statements is true of marketing? The statement “marketing is a science” is a reasonable judgment about marketing, because marketing is itself a science. And because there is a science to marketing, the more accurate the statement, the more useful marketing is likely to be.
If the company selling the product or service has a sales force, then the statement “which of the following statements is true of marketing?” might well be “the more effective sales team handles the marketing.” A strong and effective sales team is necessary if the marketing is to be effective. And when the marketing is effective, it can only be effective when it is understood and used by the sales team who actually are employed to do it – and those who are most likely to buy the product or service.
The answer to which of the following statements is true of marketing? The truth is that marketing communications, including television, radio, and print advertisements, need to be designed to reach target audience groups, with particular needs and interests in mind. When marketing is done this way, the results can be promising. But when marketing communications are poorly done, they can be disappointing.