What is a primary purpose of advertising in monopolistic competition?

In a monopolistic competition market structure, firms sell products that are similar but not identical, which allows them some degree of market power. The primary purpose of advertising in this context is to differentiate products from those of competitors. Through advertising, businesses can highlight unique features, benefits, or branding that set their products apart in the eyes of consumers. This differentiation is vital because it influences consumer preferences and can lead to brand loyalty, allowing firms to maintain higher prices than they might in a purely competitive market where products are homogenous. By effectively using advertising to create a distinct identity for their offerings, firms can capture a specific segment of the market and reduce the direct impact of price competition.