T1 - Advertising Objectives

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ADVERTISING OBJECTIVE

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The Advertising Objectives

The Aims of Advertising Objectives

What Is Advertising Objectives

Contents

Objective means aim or target to be achieved.

Most advertising implemented to provide awareness, information and convince people to take desired action – normally to buy the advertised products.

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What Is Advertising Objectives

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3. To achieve certain target such sales

increment

2. To ensure the advertising effectiveness

1. As a guideline for advertising plan/strategy

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Aims of Advertising Objectives

4 Main Objectives of Advertising

ADVERTISING OBJECTIVES

1. Awareness

2. Knowledge

3. Convince

4. Action

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Advertising Objectives

1 2 3 4

To s t rengthen awareness about the ex i s t i ng p roduct to the ex i s t i ng ta rget aud iences .

COLGATE TOTAL

To c rea te awareness about new product to the ex i s t i ng ta rget aud ience .

COLGATE SENS IT IVE

To c rea te awareness about the ex i s t i ng p roduct to new ta rget aud ience .

WAJA

To c re tae awareness about new product to new ta rget aud ience .

NEW S AGA

1. Awareness

GENERALLY

OLD PRODUCT

NEW PRODUCT

EASY TO BUY

HARD TO BUY Ads w i l l do repeated ly

to c rea te s t rong awareness in consumer ’ s m ind – cont r ibu te to purchase ac t i on .

Ads on ly to s t imu la te consumer ’ s i n te res t towards the p roduct and the res t w i l l done by o ther p romot ion ac t i v i t i es such PS /SP.

To bu i l d up b rand o r image o r to i n t roduce new look p roduct ( ke lua ran l ama yang d iperbaharu i ) .

To in t roduce new product & le t consumer do fu r ther ac t i on – sea rch ing in fo rmat ion o r ge t t i ng the sample .

THIS OBJECTIVES WILL ALSO DEPENDS ON CERTAIN TYPES OF PRODUCT:

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Through th is object ive, ads typica l ly wi l l g ive deta i l informat ion about product , i ts features or i ts advantages. I t makes people not only aware the poduct ex istence but they wi l l keep & use those informat ion in ass ist ing them to make purchase decis ion.

Ads with th is object ives wi l l de l iver 3 main tasks:

2. Knowledge

1Give the rea l

fact / info about product to the

target audience.

2To re-bui ld bad/wrong percept ion

about products.

3To strengthen

people’s bel ief about

product .

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1

To re -pos i t i on the p roduct .

To p romote o r i n t roduce new look p roduct .

To in fo rm new product usage .

To exp la in espec ia l l y fo r techn i ca l p roduct .

PROTON –n e w s a g a

SAF I – Ra n i a G o l d

VIOS – n e w f a c e l i f t

RIBENA – w i t h l e m o n

PLANTA –n a s i g o re n g

CLOROX – c u c i l a n t a i

APPLE – n e w i p h o n e

CANON – n e w c a m e r a

NORMALLY, , TH IS OBJ EC TIVES WILL USE TO SERV E TH ESE FOLLOWING MAT TERS:

2 3 4

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3. Convince

Through th is object ives, the ads must attract ive enough to create people’s interest & st imulate people’s desi re towards the product .

The important part , ads must be able to convince people that the product is the best for them – fu lfi l l the i r needs and sat is fact ion or can solve thei r problems.

Interest

Desire

Convince

ACTION

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1Ads wi l l focus on the product ’s qual i ty , performance, va lue or other strong features.

( P R O T O N P E R S O N A – d r i v i n g t e c h n o l o g y )

Ads wi l l inc lude expert ’s opin ion @ use popular ce lebr i t ies as spokesperson.

( G A I N P L U S – c h i l d h e a l t h e x p e r t s )

Ads wi l l use people’s evaluat ion/exper ience ( test imony) to convince others towards the product . ( H A R P I C – t e s t i m o n i )

To have people’s belief towards the product, ads typically will focus on these following matters:

2

3

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4. Actiontamimi@polipd.edu.my

ACTION

Buying

Getting Sample

Inquiry/Appointm

ent

Telephone/

Website

Th is ob jec t i ve usua l l y use to encourage peop le to take ac t ion , t yp i ca l l y to buy the p roduc t o r hop ing peop le to ac t i ve l y search ing fo r fu r the r i n fo rmat ion .

To stimulate people to purchase, ads usually will include the following strategies/techniques:

Price discount Premium item Product sample Sweepstakes Contests Cash refund etc

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