Advertising

1. A
Presentation
on
ADVERTISING OBJECTIVES
Submitted By:
Swapnil Lazarus

2. Advertising
Objectives
An advertising goal (or objective) is a specific
communication task and achievement level to be
accomplished with a specific audience in a
specific period of time.

3. Classification of Advertising
Objectives
o Informative
o Persuasive
o Reminder

4. Setting Advertising Objectives
Function Of
Objectives
o Sales as an Objectives
Influencing immediate sales
Contributory role for future sales
o Towards Operational Objectives
Identify target audience
Analysis of Ultimate desired behavior
Analysis of communication and decision
process

5. Setting Advertising Objectives
Behavioral
Dynamics
o New Customers from Other Brands
o New Customers from Other Categories
o Increasing Share of Requirements
o Increasing Brand Loyalty, Reducing Attrition
and
Price Elasticity
o Increasing Usage

6. Setting Advertising Objectives
Advertising Response Variables
Intervening between Advertising and
Action
o Brand Awareness
o Brand Comprehension
o Brand Image and Personality
o Brand Attitude
o Associating Feelings with Brands
o More Complex models and Multiple Objectives

7. Thank
You