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- communicating customer value

- correcting Ialse impressions



Setting advertising objectives is the Iirst step in developing an advertising program. These
objectives should be based on past decisions about the target market, positioning, and
marketing mix, which deIine the job that advertising must do in the total marketing program.
An advertising objective is a speciIic communication task to be accomplished with a speciIic
target audience during a speciIic period oI time. Advertising objectives can be classiIied by
primary purpose - whether the aim is to inIorm, persuade, or remind.

InIormative advertising, which is used to inIorm consumers about a new product or Ieature or
to build primary demand. InIormative advertising, seeks to tell the market about the product,
explain how the product works, provide inIormation on pricing, and build awareness oI both
the product and the company. Such objectives are normally pursued at the launch oI a new
product, or re-launch / up-date oI an existing product.

Persuasive advertising which is used to build selective demand Ior a brand by persuading
consumers that it oIIers the best quality Ior their money. Here objectives are to encourage the
target audience to switch brands, make the purchase, and create a preference in the market
Ior the product as opposed to its competition. Advertising oI this nature is required in highly
competitive markets, where a range oI products compete directly with each other.

Comparison advertising which is advertising that compares one brand directly or indirectly to
one or more other brands. Businesses oIten seek to differentiate their product through
Comparison Advertising.

Reminder Advertising, is used to maintain interest and awareness oI a well
established product in the market, oIten in the latter stages oI its product life cycle. It is
oIten used at the Point-of-Purchase to remind consumers oI the Brand. Such advertising is
used by the likes oI Coca-Cola and other leading brands, to maintain their position in the
market.

1. Increase Sales
Retain Customers
Getting new customers is great, but the ability to hold onto existing ones is extremely
advantageous to business owners. Tactics Ior retaining customers include starting an email
marketing list, providing customers with discount coupons, asking Ior Ieedback and
improving products and services based on Ieedback.
To publicize some change in marketing strategy (e.g., a price change, a new model, or an
improvement in the product)
To provide rationalizations Ior buying (i.e.,"socially acceptable" excuses)
To acquaint buyers and prospective buyers with new uses oI the product.

emonstrating a Product
One advertising objective is to demonstrate the eIIectiveness oI a product or its ease oI use. A
common example is the "beIore and aIter" technique, which shows how well a product
cleans, improves appearances or enhances quality oI liIe. II you operate a hair salon, photos
oI satisIied clients can show oII your skills to potential customers.

Building Image
Businesses may use advertising Ior the objective oI building a company or brand image.
Insurance agencies oIten attempt to position themselves as trustworthy by guaranteeing that
consumers can count on them in their time oI need.

Changing Perceptions
An advertising objective may be to alter the perceptions oI the public. A business that has
developed a reputation in the community Ior treating customers poorly can use advertising to
tout its new customer-service policy. The owner oI a restaurant that is perceived to serve an
upscale clientele may advertise new menu choices and prices to appeal to a wider range oI
diners.

Special Promotions Strategy
A typical small-business advertising strategy is to make use oI special promotions. By
developing an email database, you can send customers coupons or invite them to special sale
events. Another technique is to attach coupons to receipts that allow Ior savings on Iuture
purchases.

O essage About Other Promotions Advertising oIten works hand-in-hand with other
promotional mix items. For instance, special sales promotions, such as contests, may be
announced within an advertisement. Also, advertising can help salespeople gain access
to new accounts iI the advertising precedes the salesperson`s attempt to gain an
appointment with a prospective buyer. This may be especially eIIective Ior a company
entering a new market where advertising may help reduce the uncertainty a buyer has
about a new company.

O essage About Product etails about the product play a prominent role in advertising
Ior new and existing products. In Iact, a very large percentage oI product-oriented
advertising includes some mention oI Ieatures and beneIits oIIered by the marketer`s
product. Advertising can be used to inIorm customers oI changes that take place in
existing products. For instance, iI a beverage company has purchased the brands oI
another company resulting in a brand name change, an advertising message may stress
"New Name but Same Great Taste".
O essage About istribution Within distribution channels, advertising can help
expand channel options Ior a marketer by making distributors aware oI the marketer`s
oIIerings. Also, advertising can be used to let customers know locations where a
product can be purchased

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