Advertising Objective. #1: Basic Goals of Advertising.
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Advertising has evolved to become one of the most important industries. The basic objectives of advertising are to secure, develop, innovate and create advertisements to sell a product. All advertising techniques and strategies that are required for making a product successful are designed by keeping in mind the results it has to give. So in essence, goals of advertising are generally in line with objectives of firm's plans and marketing campaigns that can generate maximum profits and provide quality service to its customers.
One of the first goals of crucial advertising campaigns is to inform customers about products and its development. Through informative objectives, customers are informed about the product, its working, pricing and cost standards. Besides these, informative advertising objectives include developing an awareness about the product and the company among consumers. Now, these objectives are achieved during launch and re-launch of a new or an already existing product.
When a firm focuses its marketing strategies on very highly competitive markets, it involves tools of persuasive marketing to go ahead of its competitor by adopting methods of 'comparison advertising'. This is a very common observation in day-to-day life. Firms with same brands are often seen proving their products better than their rival.
Some products that have become legends are always in the mind of customers. However, it doesn't mean that advertising firms don't work on advertising those products. Such products are advertised by a technique called reminder advertising and it is done by firms that have to retain some of their brands in the market. Such advertising methods are used by firms like Rebook, Nike, Coco Cola, etc to maintain their position in the market.
An appealing message to the audience is the most essential part of every advertising campaign. Without an effective advertising message, it's impossible for any firm to succeed and achieve its objectives. Due to immense information that is projected on the minds of consumers, striking and impressing the consumer is very difficult. Hence, advertising messages become extremely crucial.
Just being an inexpensive product and with quality features may not be enough for the success of a product. The product must establish an emotional connection with the consumer. Through series of market research, it has been proved that products that are able to influence consumers at emotional level are always best sellers. So the bottom line of advertising objectives is to communicate effectively.