Objectives of advertising Chapter = 7 Objectives of advertising

Philp Kotler says “The objectives of advertising are to inform, to persuade and to remind the target audience about the advertisers product.”

Need of advertising objectives Serves as communication and coordination device Criterion for decision making Evaluation of advertising effectiveness

Type of advertising objectives Sales objectives Communication objectives

Sales objectives Limitations :- Advertising is not the only factor affecting the sales Effect of advertising on sales may occur in the long run

Communication objectives Hierarchy of effect model Brand unawareness Brand awareness Knowledge Liking Preference Conviction Purchase

Specific objectives of advertising To increase demand To sell a new product and to build new brands To educate masses To build brand preference To build goodwill To attract and to help middlemen To support salesmen To remind the customers of the product and company.

To reach customers left out by salesmen To inform about changes in marketing mix To neutralise competitors advertising To enter in new geographical area To do entire selling job To overcome dissonance of buyers To reduce cognitive dissonance Specific objectives of classified advertising Other objectives.

Factors determining advertising objectives Stage in product life cycle Available finance Level of competition Marketing objectives Nature of product Market segmentation Benchmark and degree of change sought Dissonance among customers Distribution strategy