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The Advertising Objectives
The Aims of Advertising Objectives
What Is Advertising Objectives
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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.
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
Aims of Advertising Objectives
4 Main Objectives of Advertising
ADVERTISING OBJECTIVES
1. Awareness
2. Knowledge
3. Convince
4. Action
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 .
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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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
