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Three Main Advertising Objectives

by Rick Suttle, Demand Media

Companies use advertising to inform consumers of various products, features and prices.

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Advertising Objectives, Strategies & Tactics Examples of Advertising Objectives & Strategies How to Determine Advertising Objectives Goals & Objectives in Advertising Objectives in Awareness Advertising What Does Informative Advertising Mean? Companies have many objectives when advertising their products and services. These objectives vary according to their industries, available distribution channels and overall marketing strategies. The key with all advertising is attracting the right buyers. These are people who are more apt to buy a company's wares based on demographics like age and income, for example. Advertising managers should also repeat their messages often enough to familiarize consumers with their offerings.
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Increasing Sales and Profits

One of the major objectives of advertising is to increase sales and profits. Some companies, like Internet businesses, only use advertising to apprise people about their products and services. These companies don't have sales departments. Hence, they can only sell products and earn profits if they are actively advertising. Some forms of advertising lend themselves more to producing immediate profits. For example, direct response advertising, which asks consumers for money in the ads, is specifically geared toward building sales and profits.

Encourage Trial and Usage

Companies often use advertising to encourage trial and usage of new products. These companies run their advertising to introduce their products to the public. They inform people where to buy the products, and also offer special incentives to first-time buyers. For example, a fast food restaurant may offer consumers "$1 off" on a new $3 chicken meal. Similarly, consumer products companies advertise to get consumers to try and use their products. Their sales and profits increase when customers start making regular purchases of their brands.

Reminder Advertising

Some businesses use advertising to help customers recall "satisfaction" they had with products in the past, according to marketing expert Cynthia M. Frisby of the University of Missouri. This is often called reminder advertising. Companies that use reminder advertising are often marketing older, more established products. They advertise these products less frequently just to remind customers they are still selling the products. For example, some companies run commercials for 40-year-old games, toys and other items during the holidays.

Follow-Up
It is not enough to just advertise to achieve key objectives. Companies must deliver what they promise in the ads. For example, manufacturers and retailers must ensure enough products are in stock when these ads break. They must also provide excellent customer service, answering questions about products and providing fair refund policies. Companies should also develop computer databases on customers, when possible, so they can periodically send them coupons or special promotions.
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References University of Missouri; Writing Advertising Objectives: The Four Basic Criteria; Cynthia M. Frisby, Ph.D.; 2000 KnowThis.com: Setting the Advertising Objective Mind Tools: Product Life Cycle Business Know-How; Which is Better: New Customers or Repeat Business; Paul Lemberg Resources FDA.gov: Be Smart About Prescription Drug Advertising About the Author
Rick Suttle has been writing professionally since 2009, publishing health and business articles on various websites. He has worked in corporate marketing research and as a copywriter. Suttle has a Bachelor of Science in marketing from Miami University and a Master of Business Administration from California Coast University.

Photo Credits Comstock/Comstock/Getty Images

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