Advertising objectives vs.

Marketing Objectives
The setting of objectives is important for 3 main reasons:

They provide a means of communication and co-ordination between groups (client and
agency working on different parts of a campaign.)

These objectives also serve as a guide for decision-making and provide a focus for
decisions that follow in the process of developing promotional plans.

Objectives provide a benchmark so that relative success or failure of a programme can be

determined.
Advertising Objectives
1. Inform: Informative advertising, seeks to tell the market about the product,
explain how the product works, provide information on pricing, and build
awareness of both the product and the company. Such objectives are normally
pursued at the launch of a new product, or re-launch / up-date of an existing
product. Informative advertising, which is used to inform consumers about a new
product
or
feature
or
to
build
primary
demand.
2. Persuade: objectives are to encourage the target audience to switch brands, make
the purchase, and create a preference in the market for the product as opposed to
its competition. Advertising of this nature is required in highly competitive
markets, where a range of products compete directly with each other. In such
circumstances businesses often seek to differentiate their product through
Comparison Advertising either directly or indirectly comparing its product to
that of its competitors. Persuasive advertising which is used to build selective
demand for a brand by persuading consumers that it offers the best quality for
their
money.
3. Remind: Reminder Advertising, is used to maintain interest and awareness of a
well established product in the market, often in the latter stages of its product life
cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand.
Such advertising is used by the likes of Coca-Cola and other leading brands, to
maintain their position in the market. Reminder advertising, which is used to keep
consumers thinking about a product. This form of advertising is more important
for mature products.
4. Reinforcement
5. Comparison: Comparison advertising which is advertising that compares one
brand directly or indirectly to one or more other brands.
6. To enhance the visibility of the brand or product to increase its sales.

7. To rectify the brand image if in any case it got ruptured.

Marketing Objectives
Company lay down the specific marketing objectives with a specific time frame. The marketing
objectives are the companys main objectives whose actual motto is to maximum the profit.

Distinguish between Marketing Objectives and Advertising Objectives

E.g.Increase Sales 10% in X area or
Raise Share of Market by 5%
These are Marketing Objectives
Why ?
Sales Results are influenced by many factors of which Advertising is one
To know what an Advertising Objectives is:
You must first know what Advertisings proper job is
Advertisings job purely and simply is to communicate, to a defined audience, information and
a frame-of-mind that stimulates action.
ADVERTISING IS COMMUNICATION
An Advertising Objective is a Communication Objective
An Advertising goal is a specific communication task, to be accomplished among a defined
audience to a given degree in a given period of time.
Defining Advertising Objective must proceed from
a. The Product and its virtues
b. The Competition
c. The segment of the Market aimed at all of which should be set down in The marketing
objective.
Step I

Define the audience

Social class, Income, Occupation, Values and ambitions, Attitudes to Product.
Build up a model of your consumers.
Step II:
Define the Stage of the Communication task
What is the Specific Communication task?
Communication is a process of acting on the mind of your audience.
We must create a state of mind conducive to purchase.
This is done by States:
The communication Spectrum
Brand
Action
Conviction
Comprehension
Awareness
Unawareness

Advertising
Generally, you must telescope some stages. But necessary to define how much you can
and should aim to communicate through a given advertising campaign.
Three examples :
1. Structo : awareness/comprehension
2. Dulux : awareness/comprehension/conviction
3. Saffola : conviction/action
*Goals: 90% aware; 70% comprehend; 30% conviction action.
Step III:
Define Consumer Preference or Resistance

What do consumers like about Brand?

What do they dislike?
This is where you need research into consumer attitudes:
Example : Paints Coffee
Step IV:
Define the product promise or claim
1. It must be meaningful and of value to consumer
2. It must be a distinctive unique claim.
3. It must concentrate on this unique claim.
Unique Selling Proposition (USP)
Advertising is the art of getting a Unique Selling Proposition into the heads of the most
people at the lowest cost
Step V: Define the Brand Image
What will be the brands Personality?
i.e. What character or association does it evoke?
Thus : Humphrey Bogart A rugged
Or Sean Connery he - man
Define
To WHOM to say
WHAT to say
The Purchase Proposition or U.S.P.
Put all this in writing
From this will follow:
HOW to say