Explain How Advertising may be used as Barrier to Entry of New firms Coursework

Explain How Advertising may be used as Barrier to Entry of New firms Into an Industry - Coursework Example Now both these definitions focus on how advertising is seen as a significant metaphor for marketing a product or service which holds importance within the realms of an organization (Starbuck, 2010:49). This paper discusses how advertising has been used as a barrier towards entry of new firms within an industry which can even span another country or region for that matter. The need is to understand how different sorts of advertising exist within the world of marketing. These could be comprised under the product advertising, service level advertising, consumer advertising, business to business (or trade) advertising, digital advertising, experiential advertising and a number of other tenets that are given significance. Essentially speaking, all forms of advertising look to address where the customer is headed and how to draw his attention which shall eventually make a sale if he feels interested (Molho, 1994:66). Advertising allows him to feel interested, get away from the competing products or services that stand in the way of this product or service which is being advertised, and so on. Advertising can be used for a number of reasons and when the need is to act as a barrier to entry of new firms within an industry, its objective becomes different. This is because advertising aims to make a sale but if the end goal is to disallow others to come forward and avoid their sales process, then perhaps this form of marketing communication is playing a somewhat distinctive role in entirety (Zottola & Parr, 2014). Advertising has changed its shape and form with the passage of time. Now the big players are doing their utmost to forbid others from entering their respective line of business. Bigger brands are doing it all the time (Tremblay, 2001:145). They are enacting strategies that shall make this happen in one way or the other. However, what must be comprehended here is the reason as to why advertising is being used as a barrier to entry and