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Advertising Objectives:
Introduction:
Advertising is aimed at achieving various objectives. Objectives may be commercial
or social in nature. Prof. Kelly gave the concept of DAG MAR � Defining Advertising
Goals for Measuring Advertising Results � in relation to advertising objectives.
Broadly, advertising objectives can be categorized into three classes, such as
informative objectives, persuasive objectives, and reminder objectives.
i. Sales objectives
1. To Inform Buyers:
3. To Remind Buyers:
Here, the purpose is to inform that the company is still in existence and serving
customers in a better way. Due to huge information bombarded by a number of
companies,
customers are more likely to forget name of company and/or products and services it
offers.
4. To Face Competition:
In brief, the firm can face competition, can prevent the entry of competitors, or
can remove competitors away from the market. In competitive marketing environment,
the
firm cannot survive without an effective advertisement.
Increase sales volume is one of the major advertising objectives. A company can
advertise its products in various media to attract customers situated in different
parts
of the world. National and international marketing is the result of advertising.
Even, non-users can be converted into users and usage rate can be increased. Thus,
company can achieve its sales objectives by advertisement.
Advertising is used for brand recognition and acceptance. A company can distinguish
its brand by magnifying major benefits the product offers. Advertisement attracts
customers toward the brand; they try it and accept it over time. In the same way,
bad image related to brand can be changed by systematic presentation of facts and
scientific evidences, and removing misunderstanding.
Advertising is not always used only for company�s benefits. It is meant for helping
customers to make the right choice of product. It educates people about
availability
of new products, its features and qualities, price, services, and other related
aspects. Such information is instrumental for purchasing suitable products. Thus,
it
guides customers to choose the most appropriate product.
A company opts for advertisement to build prestige and reputation in the market.
Most of the companies, though they are satisfied with the volume of sales, go for
advertising to acquire fame in the market. Many companies advertise its policies,
activities, and achievements to make a permanent place in the mind of people.
advantages
DISADVANTAGES
Advertisement is a sort of day-dreaming for the people. These days it is taking the
people away from reality and into the realm of artificiality. Through its medium
people get information about new products.
Only very few products are of any use for them. The brilliance of new products
really gets on their nerves. They want to buy them but have no resources at their
command. Consequently, they start feeling upset with their present status. Taking
it as a social evil, it can be said that advertisement undermines social values.
They come to realise later that the information given in the advertisement was
something else whereas the actual product was quite different from it. Thus, people
Many times, foul language and objectionable pictures are used in advertising in
order to attract a particular class. They may be insulting to a particular class.
It
causes decay of social values.
Such kinds of advertising are generally opposed by the people as it hurts their
feelings. In this reference it is said that some advertisements are in bad tastes.