Objectives of advertising:
Advertising programme as an integral
part of the promotion campaign may have one or more of the following specific
objectives:
1. Preparing Ground for Sale of
New Products:
Whenever a new product is introduced
in the market, advertising becomes necessary for informing potential consumers
about the product. In this way, advertising can be used for preparing ground
for sale of new product.
For achieving this objective, various
mass media like radio, television and cinema are used by the advertisers.
2. Increasing Demand for
the Product:
Another objective of the advertising
is to increase the demand for the product. Advertising helps in creating a
favourable atmosphere for maintain or improving sales of the product. By means
of the advertising prospective customers may be induced to buy a particular
product by informing them about comparative quality price and other attributes
of the product. Thus, changing the habits of the consumers so as to shift from
a rival product.
3. Educating the
Consumers:
One of the basic objectives of every
advertising is to educate the consumer and the users about the uses and
utilities of the product. This helps the consumers and users in making good
choice.
4. Building up Brand
Image:
Another objective of advertising is to
build up brand image and brand loyalty towards the product. This objective is
achieved through constant and repeated advertising about the brand.
5. Facing the Competition:
One of the basic objectives of
advertising is to help the marketer to face the existing competition
effectively and efficiently. The marketers inform the consumer about the price,
quality and availability of product through advertising.
6. Supplementing the
Salesman:
The objective of advertising is also
to assist the salesman’s efforts in increasing the sales of the product. By
means of educating customers about the product, advertising reduces the work
load of the salesman for selling the product.
7.
Promotion of New Product:
Advertising can make
prospects at least aware of the entry of the new product in the market.
8.
Support to Personal Selling:
Advertising can move
the prospect nearer and nearer to the point of purchase. Under favourable
atmosphere, salesman’s job is easier and simple. Actual closing of sale is,
thus, facilitated by advertising. Selling costs are reduced incidentally. It
should be noted that advertising and salesmanship are really complementary and
in no way competitive tools of promotion.
9.
Brand Patronage:
In the long run, effect
of advertising on brands and campaigns may be of great importance. The
advertising programme can aim at consumer awareness and attitudes. Buyers may
be induced to purchase and re-purchase. If the trial is satisfactory, consumers
may stick with the brand. Thus, advertising tries to create and retain brand
preference and brand loyalty.
10.
Immediate Buying Action:
Advertising may
attempt to obtain immediate buying action. For instance, mail order
advertisement, direct-action retail advertisement, price-deal offers,
last-chance offers are special advertisements persuading prospects and securing
prompt actions. Direct mail is the usual medium for coupons, samples, and other
forms of direct action advertising.
11.
Pre-Sold Goods:
Well-advertised
brands are pre-sold goods. Buyers are pulled by such advertisements.
Supermarket advertisers pull customers and goods are sold without active help
of counter sales force.
12.
Dealer Support:
National or big firms
advertise extensively and intensively to support dealers and distributors so
that they can assure accelerated distribution. Advertising alone can create
mass markets for products which are intrinsically sound and can easily fill the
customers’ needs and desires. Mass marketing brings about reduction in the cost
of production as well as cost of distribution.
Summery
Objectives of Advertising
The various objectives of advertising
may be stated as follows:
1. To announce the introduction of a new product.
2. To motivate the buyers to buy.
3. To create demand for the product.
4. To achieve an immediate sale.
5. To announce certain concessions to
buyers like discount, price cut, gift etc.
6. To popularize the brand name and to secure brand loyalty.
7. To support the activities and
efforts of the salesmen.
8. To build up image for the business.
9. To achieve a higher market share.
10. To inform product modifications
and alterations to the buyers.
11. To explain how the product works.
12. To counter the competitors’
strategies.
13. To promote sale during off-season.
14. To maximize sale during festival
season.
15. To remind the buyers about the
company and its product.
Objectives of the advertising:
(a) To make an immediate sales.
(b) To build primary market.
(c) To introduce a price deal.
(d) To inform about a product.
(e) To build brand recognition or
brand insistence.
(f) To help salesmen by building an
awareness of a product among retailers.
(g) To create a reputation for
services, reliability or research strength.
(h) To increase market share.
(i) To modify existing product appeals
and buying motives.
(j) To inform about the availability
of new products or features or price.
(k) To increase the frequency of use
of a product,
(l) To increase the number or quality
of retail outlets,
(m) To build overall company image,
(n) To effect immediate buying action.
(o) To reach new areas or new segments
of population within existing areas, and
(p) To develop overseas.
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