Advertising goals and Objectives Advertising Objective Definitions The

Advertising goals and Objectives

Advertising Objective �Definitions “The purpose of advertising is to sell goods, services or ideas to a large group of prospective purchaser”. -Huegy & Mitchell “The main objective of advertising are to inform, to persuade and remind the target audience about the advertiser’s product”. - Russell H. Colley

Classification Of Advertising Objectives �To inform 1. Telling the market about the new product 2. Suggesting new uses of the product 3. Explaining how the product works �To Persuade 1. Build Brand preference 2. Persuade customer § To Remind 1. Maintain product awareness 2. Maintaining Brand Loyalty 3. Reminding customer that the product may be needed in near future

Factors Determining Advertising Objective �Stage in product Life Cycle �Available finance �Level of Competition �Marketing Objectives �Nature of Product �Market Segmentation �Dissonance Among Customer �Distribution strategy

Functions Of Advertising objective �Serve as Communication & Coordination: Communication between advertising agency, advertiser and ad-creative team. Coordinate the efforts of copywriter, media buyer, advertising agency, message source etc. �Criterion for Decision making ; ad-objective effect decision regarding budgets, frequency or repetition of advertisement, timing and designing of advertisement. �Evaluation of advertising effectiveness ; It provide the standard for evaluating the effectiveness of advertisement.

Types/ Approaches of Advertising Objectives Two Types Of Approaches 1. Sales Objectives (Sales approach) 2. Communication. Objectives(Communicat ion Approach)

Sales Objectives (Sales Approach) � According to this approach the ultimate objective of advertising is to increase sales. General objectives 1. To increase Sales 2. Ti entre a new geographical area 3. To increase profits Limitation Of Sales approach 1. Advertising not only effect the sales 2. effect of advertising on sales may occur in the long run

Communication Approach In this approach there is 7 stages of communication � 1. Brand unawareness � 2. Brand awareness � 3. Knowledge � 4. Liking � 5. Preference � 6. Conviction � 7. Purchase So according to this approach, the advertiser should determine the number of people at each stage and then decide the objective to move the potential customer closer to the point of purchase.

DAGMAR Approach � DAGMAR: Objectives An Approach to setting Advertising DAGMAR stands for “Defining Advertising Goal For Measuring Advertising Results”. This approach was given by Russel Colay in 1961. According to Russel Colay “The main objective of advertising is to communicate with the defined audience, the necessary information that stimulates action. Advertising succeeds or fails depends upon how well it communicate the desired information to the right people at right time”.

Characteristics Of advertising Objectives In DAGMAR Apporach �Well defined Objectives �Benchmark Sought �Well and Degree of Change defined target Audience �Specified Time Period

Criticism Of DAGMAR Apporach § Ignores Sales Objectives § Difficult to Measure Benchmark § Costly § Problem with Communication Hierarchy § Noise in the System § Inhibits the Creative Idea