Objectives of Advertising

Question

What are the Objectives of Advertising? And why objectives of advertising is a crucial step in developing the advertisement program?

Answer 1

Objectives of Advertising:

Setting objectives of advertising is a crucial step in developing the advertisement program. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time.

• Trial Objective: The purpose of the trial objective is to encourage customers to make an initial purchase of a new product. Companies will typically employ creative advertising strategies in order to cut through other competing advertisements. The reason is simple: Without that first trial of a product by customers, there will not be any repeat purchases.

• Continuity Objective: Continuity advertising is a strategy to keep current customers using a particular product. Existing customers are targeted and are usually provided new and different information about a product that is designed to build consumer loyalty.

• Brand Switching Objective: Companies adopt brand switching as an objective when they want customers to switch from competitors’ brands to their brands. A common strategy is for a company to compare product price or quality in order to convince customers to switch to its product brand.

• Switchback Objective: Companies subscribe to this advertising objective when they want to get back former users of their product brand. A company might highlight new product features, price reductions, or other important product information in order to get former customers of its product to switchback.