Objectives Of Advertising – Sales objective and Communication objective, these are two prime objectives of advertising. In this article, we will discuss the specific objective of advertising.
Meaning Of Advertising – The term advertising is derived from a Latin word ‘advertere’ , which means to turn attention towards a specific thing. The dictionary meaning of the word advertising is to announce publicly or to give public notice . In other words , it may be interpreted as to attract the attention of the people concerned toa Specific message which has been announced by the advertiser . In this way , advertising is turning the attention of the people towards products , services , ideas by an identified sponsor .
Objectives Of Advertising
(1) To Increase Demand ( Objectives Of Advertising )
Advertising creates the awareness about the product among the target audience. They are made to feel the need of the product. Advertising also make them feel that only advertiser’s product can satisfy this need. Thus advertising creates demand and helps in increasing the market share of advertiser’s products.
(2) To Sell a New Product and to Build New Brands
Advertising introduces a new product to potential customers. These potential customers are given information regarding features, contents, quality, price and availability of the new product. Advertising can help to sell a new product quickly, thus enabling the manufacturer to recoup the costs of developing the new product. Advertising is done to build brand familiarity and brand popularity.
(3) To Educate the Masses
Non commercial advertisements issued by government departments and social-organisations aim at educating the masses. For example, ads issued by health department about pulse-polio, AIDS, dengue fever, female-foeticide, etc. educate masses about these fatal diseases/problems and suggest the ways to prevent them. Similarly, ads issued by Electricity/Water Department educate the people to check wastage of sources. Ads issued by social-organisations help to overcome social problems like-dowry problem, female-foeticide, child-labour, illiteracy, etc.
(4) To Build Brand Preference ( Objectives Of Advertising )
Advertising helps the manufacturers and marketers to build brand preference and brand loyalty of their products. It will help the manufacturers to stay in the market in long run and enable them to charge higher price for their products.
(5) To Remind the Customers of the Product and Company
The regular advertisements remind the product and the company to the consumers. Many customers are likely to forget the company and its products, but repeated ads on popular media help the firms to remain in touch with customers.
(6) To Attract and to Help Middlemen
It is easy to attract middlemen for the advertised products or services. Moreover, advertisements also help the middlemen to inform and persuade the potential customers, because it is easy to persuade customer regarding purchase of a product which is well-advertised and is already known to them.
(7) To Inform about Changes in Marketing Mix
If the company has made certain changes with regard to product, price, place, like it has introduced new product design, model or opened new retail outlet, changed price, launched new sales promotion schemes, then it has to inform about these changes to the buyers. Advertising is useful to inform about these changes.
(8) To Build Goodwill ( Objectives Of Advertising )
Advertising helps to build corporate image and create goodwill among existing and potential customers, employees, shareholders, government, financial institutions and public at large.
(9) To Reach Customers Left Out by Salesmen
Some customers may be left out by salesmen either because they are not easily accessible or because they are too small to justify sales calls. Advertising helps to bring such customers within the purview of promotion.
(10) To Support Salesmen ( Objectives Of Advertising )
Advertising provides great support to salesman. It becomes easy for the salesmen to sell the product that is well-advertised. People respond favourably to the call of salesman if the brand is popular. Advertising also makes the audience understand the product and its uses. So it becomes easy for the salesmen to convince the people to buy product.
(11) To Neutralise Competitor’s Advertising
Another objective of advertising is to neutralise competitor’s advertising so as to prevent any loss in its market share. For neutralising competitor’s advertising sometimes the advertiser has to follow the similar practices as are adopted by the competitors.
Must Read – Nature of learning
Must Read – Stress Management
(12) To Enter in New Geographical Area
If the existing firm wants to enter in new geographical areas, then advertising is needed to inform the prospective buyers and middlemen regarding availability of product, entry in this area, features of product and of the product in other geographical areas. So advertising is needed to capture a new success market area