OBJECTIVES OF ADVERTISING

 The fundamental purpose of advertising is to sell something - a product, a service or an idea. 

OBJECTIVES OF ADVERTISING

There are 3 main objectives of advertising. These are:

 

TO INFORM: Advertisements are used to increase the brand awareness and brand exposure in the target market. Informing the potential customers about the brand and its products is the first step towards attaining business goals.

 

TO PERSUADE: Persuading customers to perform a particular task is a prominent objective of advertising. The tasks may involve buying or trying the products and services offered, to from Advertising and Sales Promotion Page 5 a brand image, develop a favourable attitude towards the brand etc.

 

TO REMIND:  Another objective of advertising is to reinforce the brand message and to reassure the existing and potential customers about the brand vision. Advertising helps the brand to maintain top of mind awareness and to avoid competitors stealing the customers. This also helps in the word of mouth marketing.

 

In addition to this general objective, advertising is also used by the modern business enterprises for certain specific objectives which are listed below :

1. To introduce a new product by creating interest for it among the prospective customers.

2. To support personal selling programme.

 3. To reach people inaccessible to salesman.

 4. To enter a new market or attract a new group of customers.

5. To light competition in the market.

 6. To enhance the goodwill of the enterprise by promising better-quality products and services.

 7. To improve dealer relations.

 8. To warn the public against imitation of an enterprise's products.

These subsets are:

· Brand Building

 · Increasing Sales

 · Creating Demand

· Engagement

· Expanding Customer Base

· Changing Customers’ attitudes, etc

 

The basic objectives of an advertising programme may be listed as below:

(i)                To stimulate sales amongst present, former and future consumers. It involves decision regarding the media, e.g., TV versus Print.

(ii)              To communicate with consumers. This involves decision regarding copy.

(iii)           To retain the loyalty of present and former consumers. Advertising may be used to reassure buyers that they have made the best purchase, thus building loyalty to the brand name or the firm.

(iv)            To increase support. Advertising impliedly bolsters the morale of the sales force and of distributors, wholesalers, and retailers, to instill confidence in organization.

(v)              To project an image. Advertising is used to promote an overall image of respect and trust for an organization. This message is aimed not only at consumers, but also at the government, shareholders, and the general public.