Product advertising is one the most important aspects of a company’s development.

When a company advertises its products on the market, it gets a chance to promote them, encourage customers to purchase the products, promote consumer awareness of the products and their existence for their own interest. It is also a chance to build the company’s image.

According to Indeed Career Guide, product advertising highlights the specific features of your product, helping consumers understand the advantages of choosing your product over another option.

Divine Uwase, who owns a cosmetic business, says that product advertising is important because it builds brand loyalty and customer relationship.

"Introducing a new product on the market and advertising for it gives a chance for your brand to grow and also keep attracting customers, while keeping the existing ones,” she says.

Effective advertising

Eddy Muhumuza, corporate and relationship officer at Business Development Fund says that how to advertise your product or business success is not a guessing game, it’s an extended market research process.

"Advertising your product can establish your organisation’s identity, promote your latest product, attract new customers, remind old customers of how great you are, and of course boost sales.”

Adam Cyubahiro who sells electronic devices in Kigali explains that understanding the different ways to promote your product or service can help you make the right choice for your business.

"There are different ways of promoting a product that will help your business to not perish. It is important to first understand in order not to have problems, or find yourself in an uncomfortable situation. Product advertising or promoting is not something we do without a plan. Have plan A, and if the product does not bring ultimate success, or if it does not receive the attention you wanted, have plan B,” he says.

Steps to follow before product advertising

Muhumuza says that before you begin showing the world your new product, there are two important factors you must consider; your purpose and budget.

Your purpose is all about your intention of advertising your product. Budget is equally important in determining the type of market research you can afford to conduct and which advertisement media channels you can use. After you determine your marketing purpose and budget, there are a few steps to consider before your company begins rolling out your new advertising campaign:

1. Determine your target audience. This goes hand in hand with whom your product is designed for and who your presumed customers will be.

2. Discover the media habits of target customers. Researching which media your target customers will most likely see your product on is a key building block of advertising.

3. Check in on the competition. Recognising your competitors’ successes and failures can assist you in advertising your product.

4. Decide on advertising. There are many ways you can advertise your product; options for advertising channels include TV, print ads, billboards, online ads, social media, radio, and direct mail.

5. Schedule your advertisements appropriately. Whichever method you decide to use, consider strategic scheduling when you begin to run your advertisements. Timing is critical, especially for different times of the year such as holidays or sporting events.

6. Prepping before you select, as well as organise, your entire campaign will help in making the most beneficial advertisements for your new product.