• Informative advertising figures heavily in the pioneering stage of a product category, where the objective is to build primary demand. Thus the yogurt industry initially had to inform consumers of yogurt's nutritional benefits.
• Persuasive advertising becomes important in the competitive stage, where a company's objective is to build selective demand for a particular brand. For example, Chivas Regal attempts to persuade consumers that it delivers more taste and status than other brands of Scotch Whiskey. Some persuasive advertising uses comparative advertising, which makes an explicit comparison of the attributes of two or more brands.
The burger King Corporation used comparative advertising for attack on McDonald's (Burger King's burgers are flame-broiled; McDonald's are fried)
• Reminder advertising is important with mature products. Expensive four-color Coca-Cola ads in magazines are intended to remind people to purchase Coca-Cola. A related form of advertising is reinforcement advertising, which seeks to assure current purchasers that they have made the right choice. Automobile ads often depict satisfied customers enjoying special features of their new car.
The advertising objective should emerge from a through analysis of the current marketing situation. If the product class is mature, the company is the market leader, and brand usage is low, the proper objective should be to stimulate more usage. If the product class is new, the company is not market leader, but the brand is superior to the leader, then the proper objective is to convince the market of the brand's superiority.
Thanks.
Umit Demir
One of the most talented Graphic Designers and Web Designers in Detroit Area
The advertising objectives must flow from prior decisions on target market, market positioning, and marketing mix.
Many specific communication and sales objectives can be assigned to advertising . Colley lists 52 possible advertising objectives in his "Defining Advertising Goals For MEasured Advertising Results."
He outlines a method called DAGMAR (after the book's title) for turning objectives into specific measurable goals. An advertising goal is a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time. Colley provides an example:
To increase among 30 million homemakers who own automatic washers the number who identify brand X as a low-sudsing detergent and who are persuaded that it gets clothes cleaner— from 10 percent to 40 percent in one year.
Advertising objectives can be classified according to whether their aim is to inform, persuade, or remind.