Five Main Categories of an Advertising Objectives Essay Example for Free

Five Main Categories of an Advertising Objectives Essay Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor. Set Advertising Objectives An advertising objective is a specific communication task to be achieved with a specific target audience during a specified period of time. Advertising objectives fall into five main categories: (a) To inform e.g. tell customers about a new product (b) To persuade e.g. encourage customers to switch to a different brand (c) To remind e. g. remind buyers where to find a product (d) To adding value e.g. cost and benefit analysis in customers mind (e) To assisting other company efforts e.g. increase brand preference and loyalty, expand the product distribution, reduce overall sales cost, Creates new demands etc. To Inform The main function of advertising is to communicate information about the product, its attributes, and its location of sale; this is the information function. Product information communicated to the customers in manner that meets their information needs. Most consumers tend to discount the information in advertising because they understand that the purpose of the advertising is to persuade. Making an advertising message believable is not easy; though often it is sufficient to make the consumer curious enough to try the product. Such curiosity is often referred to as interested disbelief. Advertisers use a variety of devices to increase the believability of their advertising: celebrities or experts who are the spokespersons for the product, user testimonials, product demonstrations, research results, and endorsements. Example: Ponds age miracle, in that ad the celebrity Hadiqa Kiani is informing the consumers about the benefits of it. That how the old women can look younger by using it continuously. It will make you fair cream plus it reduces freckles plus it can be used as a sun block as well it will make you look young. To Persuade The other function of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function. Advertising provides the incentives to viewers for them to engage in action. This deals with the emotional dimension of the target audience, which concentrates on touching and persuading the consumers rather than informing and apprising them. Example: Fair and lovely Add we know that it will make a girl look fair and prettier in 4 weeks. To Remind The third function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers minds, becoming the base on which they shape their future decisions. This function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers minds, becoming the base on which they shape their future decisions. Example: Pepsi cola Coca cola advertise are the best example. Both the companies don’t need to advertise their product because both companies position in market is very much strong but they advertise just to remind their presence in customer mind. To Adding value Cost and benefit analysis in customers mind and some time make comparison with competitors brand for realizing our customer that what they get while using our product and how much its value for us. Example: The add of sunsilk hijab shows that how much company feel about Muslim women wearing hijab To Assisting Other Company Efforts To increase brand preference and loyalty: Marketing is a moving thing. As your needs are changed your preferences are changed. When the product delivers the promised quality, service and value, it creates satisfied customers who become instrumental in spreading a favorable word-of-mouth. Satisfied customers also develop brand preference; each product features and uses are written on the product. Example: 99% girls who are not married will not look at the ad of pampers or any milk powder for children but when they will get married their interest will automatically move towards such advertisements. Brand loyalty: Brand loyalty is a long-term customer preference for a particular product or service. Brand loyalty can be produced by factors such as customer satisfaction with the performance or price of a specific product or service, or through identifying with a brand image. It can be encouraged by advertising. People often make purchasing decisions based on how a brand makes them feel emotionally rather than based on quality or other objective evaluations. If Just Do it strikes a chord with an athlete, hell buy Nike; the decision may have little to do with quality. Example: For instance, when one buys a tube of Colgate toothpaste and finds it ok, one will not have to spend any valuable time on looking for other toothpaste brands.