ADVERTISING

• Any paid form of non personal communication that is transmitted to

consumer through such mass media as television, radio, newspaper, magazine,

direct mail, and out door displays.

Advertising objectives

• Many specific communication and sales objectives can be assigned to advertising.

• Advertisers should consider what the firm hopes to accomplish with the campaign. To develop a campaign with direction and purpose, they must define their advertising objectives.

Advertising objectives

• Because advertising objectives guide campaign development, advertisers should define them carefully to ensure that the campaign will accomplish what they desire.

• Advertising objectives should be stated in clear, precise, and measurable terms.

• Precision and measurability allow advertisers to evaluate advertising success at the campaign’s end in terms of whether or not the objectives have been met.

Setting Objectives

Advertising Objectives

• Specific Communication Task

• Accomplished with a Specific Target Audience

• During a Specific Period of Time

Informative AdvertisingBuild Primary Demand

Informative AdvertisingBuild Primary Demand

Setting Objectives

Persuasive AdvertisingBuild Selective Demand

Persuasive AdvertisingBuild Selective Demand

Comparison AdvertisingCompares One Brand to

Another

Comparison AdvertisingCompares One Brand to

Another

Reminder AdvertisingKeeps Consumers Thinking

About a Product.

Reminder AdvertisingKeeps Consumers Thinking

About a Product.

• Informative or Pioneer advertising: inform person about what a product is, what it does, how it can be used, where it can be purchased.

• Use in introductory stage of PLC

• Create Awareness, Educate Consumers, Treat Benefit Barriers, Creating Positive Image.

• Persuasive or Competitive advertising: point out a brand’s uses, features and advantages that benefits consumer

• Create Preferences, Induce Purchases.

• Comparative advertising: which compare two or more specifically identified brands in the same general product class;

• Defensive advertising: when marketers advertise to offsets or lesson the effects of a competitor’s promotional program,

• Reminder advertising: to remind consumer that an established brand is still around and that it has certain uses, characteristics and benefits.

• Reinforcement advertising: tries to assure current user that they have made the right choice and tell them how to get the most satisfaction from the product.

The five communication objectives (Rossiter & Percy)

Category need

Brand awareness

Brand attitude

Brand purchase intentionPurchase

facilitation

Advertising

Category need

• Arousing need– Connections between audience

values and product category– Good association also with the brand

Brand awareness

• Recall or recognition– Recall: category brand

– Recognition: brand category

Brand attitude

• Some brand names are well known despite a bad attitude towards them

• Better attitudes may be achieved by advertising how the product meets specific needs

Purchase intention

• Advertising can generate a purchase intention by instructing consumers “how to buy”

• E.g. times and places which can become cues to buy when the consumer finds himself in such situation

Purchase facilitation

• How much does it cost?

• Where can you buy it? (Store)

• How can I pay? (e.g. diluted payments, on-line purchase…)