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Advertising objectives vs.

Marketing Objectives
The setting of objectives is important for 3 main reasons:

They provide a means of communication and co-ordination between groups (client and
agency working on different parts of a campaign.)

These objectives also serve as a guide for decision-making and provide a focus for
decisions that follow in the process of developing promotional plans.

Objectives provide a benchmark so that relative success or failure of a programme can be
Advertising Objectives
1. Inform: Informative advertising, seeks to tell the market about the product,
explain how the product works, provide information on pricing, and build
awareness of both the product and the company. Such objectives are normally
pursued at the launch of a new product, or re-launch / up-date of an existing
product. Informative advertising, which is used to inform consumers about a new
2. Persuade: objectives are to encourage the target audience to switch brands, make
the purchase, and create a preference in the market for the product as opposed to
its competition. Advertising of this nature is required in highly competitive
markets, where a range of products compete directly with each other. In such
circumstances businesses often seek to differentiate their product through
Comparison Advertising – either directly or indirectly comparing its product to
that of its competitors. Persuasive advertising which is used to build selective
demand for a brand by persuading consumers that it offers the best quality for
3. Remind: Reminder Advertising, is used to maintain interest and awareness of a
well established product in the market, often in the latter stages of its product life
cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand.
Such advertising is used by the likes of Coca-Cola and other leading brands, to
maintain their position in the market. Reminder advertising, which is used to keep
consumers thinking about a product. This form of advertising is more important
for mature products.
4. Reinforcement
5. Comparison: Comparison advertising which is advertising that compares one
brand directly or indirectly to one or more other brands.
6. To enhance the visibility of the brand or product to increase its sales.

to be accomplished among a defined audience to a given degree in a given period of time”.“Increase Sales 10% in X area” or “Raise Share of Market by 5% These are Marketing Objectives Why ? Sales Results are influenced by many factors of which Advertising is one To know what an Advertising Objectives is: You must first know what Advertising’s proper job is “Advertising’s job purely and simply is to communicate. Defining Advertising Objective must proceed from a. The marketing objectives are the company’s main objectives whose actual motto is to maximum the profit. ADVERTISING IS COMMUNICATION An Advertising Objective is a Communication Objective “An Advertising goal is a specific communication task. information and a frame-of-mind that stimulates action”. to a defined audience.g. Step I .7. To rectify the brand image if in any case it got ruptured. Distinguish between Marketing Objectives and Advertising Objectives E. The Product and its virtues b. The Competition c. Marketing Objectives Company lay down the specific marketing objectives with a specific time frame. The segment of the Market aimed at all of which should be set down in The marketing objective.

70% comprehend. Attitudes to Product. Structo : awareness/comprehension 2.Define the audience Social class. Dulux : awareness/comprehension/conviction 3. Values and ambitions. Income. Three examples : 1. you must telescope some stages. Occupation. “We must create a state of mind conducive to purchase”. Step II: Define the Stage of the Communication task What is the Specific Communication task? Communication is a process of acting on the mind of your audience. But necessary to define how much you can and should aim to communicate through a given advertising campaign. Saffola : conviction/action *Goals: 90% aware. Step III: Define Consumer Preference or Resistance . Build up a model of your consumers. This is done by States: The communication Spectrum Brand Action Conviction Comprehension Awareness Unawareness  Advertising Generally. 30% conviction – action.

Unique Selling Proposition (USP) “Advertising is the art of getting a Unique Selling Proposition into the heads of the most people at the lowest cost” Step V: Define the Brand Image What will be the brand’s ‘Personality?’ i. 3. It must concentrate on this unique claim. It must be meaningful and of value to consumer 2. Put all this in writing From this will follow: HOW to say .What do consumers like about Brand? What do they dislike? This is where you need research into consumer attitudes: Example : Paints Coffee Step IV: Define the product promise or claim 1.S. What character or association does it evoke? Thus : Humphrey Bogart A rugged Or Sean Connery he .man Define To WHOM to say WHAT to say The Purchase Proposition or U. It must be a distinctive – unique claim.e.P.