is the paid, non-personalpromotion of a cause, idea, product, orservice by an identified sponsorattempting to inform or persuade aparticular target audience.
, one of the most aggressive companiesin advertising. Piolo’s Passion (L) & Teen-Tees(R).
Advertising is persuasive andinformational and is designed toinfluence the purchasing behaviorand/or thought patterns of theaudience.
It is also an aid to most business tohelp sell their goods, services, imagesand ideas in mass communicationform.
Objectives of Advertising
To Inform –
letpeople know what thecompany or business isoffering, the benefitsthey will get from it andwhat will it do tothem. A good exampleis Clear Shampoo,they did print, tv,radio ads to makepeople aware thatthere’s another anti-dandruff shampoo.
- to stimulate people tobuy. But sometimes it’s just to create apositive image in order to influencepurchase in the future. Nido’s 10 Signsof good nutrition ad is an example of persuasion in which mothers aretargeted to buy Nido.
To Remind -
to keep the productbrand name in people’s minds. Thishappens when target market has beenpersuaded already of merits of goodsand services. Jollibee, Smart & Globeare some who keeps ads rolling toremind people to buy.
To Modify Behavior –
to convincebuyers to switch their patronage fromthe competitor’s product to theadvertised product. Tide’s tv adswhich tells you that their productdoesn’t have chalk is a good exampleof this objective.
Types of AdvertisingMessage
The first type of message is to improvethe company’s credibility to itsconsumers and potential customers.Examples of trust-building messagesare “Established 50 years ago, SuperBrands Awardee, 80 years of serviceor Golden Shell Awardee” The second type of message stressesout product benefits. However this islimited to a few claims in order toretain the pronouncement to itsaudiences. Examples of these are:Glade Antibacterial Airsprays “NotOnly Refreshes but kills away Bacteriaand removes odor” & Coke Zero “Zero