3 Major communication Objectives

Advertising is a method of communication with a specified objective. The Objectives of advertising as explained before are grouped as sales objectives (measured in terms of increase in sales, increase in market share and return on investment) and communication objectives. The communication objectives of advertising can be grouped in to the following:
  • Building awareness (informing): The first task of any advertising is to make the audience appreciate that the product or service exists and to explain exactly what it is.
  • Creating favorable attitudes (persuasion): The next stage and the one that preoccupies most advertisers, is to create the favorable attitude to the brand which will eventually lead the consumers to switch their purchasing pattern.
  • Maintenance of loyalty (reinforcement): One of the tasks which is often forgotten is that of maintaining loyalty of existing customers who will almost always represent the main source of future sales.

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