There are general objectives of advertising that covers goals like encouraging increased consumption of a product by current users, generating more sales leads, increasing brand awareness, increasing repeat purchases and supporting the personal selling efforts. Some of the broad advertising goals are explained as per the following:
1. Launch of New Products and Services: In a saturated market, the introduction of new products and brands can give the seller a tremendous opportunity for increasing his sales. In the case of innovative products (totally new to the market) such as Laptop Computers, a great deal of advertising has to be done over an extended period of time to make people aware of “What the product is” and What it does” and “How the customers would find it useful”. In addition, the advertisement also carries information about the availability of the product and facilities for demonstration/trial etc. Similarly new brands of existing product categories are also promoted quite aggressively. Two recent examples are the launching of “Pepsi Blue” soft drinks during the world cup and launch of “Mountain Dew” in subsequent period.
2. Expansion of the Market to Include the New Users: Advertising can be used to tap a new segment of the market, hitherto left unexplored. For example TV and Video Camera manufacturers who have been concentrating on domestic users and professionals can direct their advertising to the government institutions and large organization for closed circuit TV networks, security systems and educational purposes. Another way of expanding the consumer base is to promote new uses of the product. For example, Johnson’s baby oil and baby cream were originally targeted to mothers. The same products have now been directed towards the adult market for their personal use. Similarly, Milkmaid was originally promoted as a substitute for milk. It is now being advertised as an ingredient for making sweet dishes and also as a sandwich spread for children.
3. Announcement of a Product Modification: For such advertising, generally, the terms “new”, “improved”, “Excel” etc. is used as prefixes to the brand name. For example, “Surf Excel” gives the impression of an advanced detergent powder, although there may be no tangible difference between the earlier brand and the new one. Sometimes the customer might perceive a minor packaging change as a modified product e.g. “a new refill pack for Nescafe”
4. Announcement of a Special Offer: Because of competition, slack season, declining sales, etc, advertising is used to make a special offer. For example, Colgate Dental Cream campaign about 20% extra was to increase volumes through a sales promotion campaign. Hotels offer special rates during off- season. Similarly many products like room heaters, fans, air-conditioners, etc, offer off-seasons discounts to promote sales.
5. To Announce Location of Stockiest and Dealers: To support dealers, to encourage selling of stocks and to urge action on the part of readers, space may be taken to list the names and addresses of stockiest and dealers.
6. To Educate Customers: Advertisement of this type is “informative” rather than persuasive”. This technique can be used to show new users for a well-established product. It can also be used to educate the people about an improved product e.g. Pearl Pad odor free jars and bottles. Sometimes societal advertising is used to educate people on the usefulness or harmful effects of certain products. For example, Campaigns against unsafe sex and AIDs are sponsored by government and voluntary agencies. Similarly, advertisements discourage the consumption of liquor and drugs.
7. Reminder Campaigns: This type of advertising is useful for products, which have a high rate of repeat purchase, or those products, which are bought frequently e.g. blades, cigarettes, soft drinks, etc. The advertisement is aimed at remaining the customer to ask for the same brand again. The campaign of “Dil Maange More” during television breaks of cricket matches is to have a top of mind recall.
8. To Sought Dealer Cooperation and Motivation: A successful retail trader depends upon quick turnover so that his capital can be reused as many times as possible. Dealer support is critical, particularly for those who have limited shelf space for a wide variety of products. Advertisers send “display” material to dealers for their shops, apart from helping the retailer with local advertising.
9. To Create Brand Preference: This type of advertising does two things: (I) it creates a brand image or personality (ii) It tells the target audience why Brand X is better than Brand Y. In this type of advertisement, the product or brand acquires a ‘personality’ associated with the user, which gives the brand a distinctive ‘image’. The second type of advertising also known as ‘comparative advertising’ takes the form of comparison between two brands and proves why one brand is superior.
10. Few other objectives: Advertising also helps to boost the morale of sales people in the company. It pleases sales people to see large advertisements of their company and its products, and they often boast about it. Other uses of advertising could include recruiting staff and attracting investors through “Public Issue” advertisements announcing the allotment of shares etc.
You must understand that 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”.