What are the different advertising objectives?

As the owner of a small business, you probably don't have the luxury of a large advertising budget. To make the most of your limited advertising dollars, you need to establish clear advertising objectives and make use of low-cost but effective advertising strategies. A number of possible objectives and strategies may be suitable for your business.

Demonstrating a Product

One advertising objective is to demonstrate the effectiveness of a product or its ease of use. A common example is the "before and after" technique, which shows how well a product cleans, improves appearances or enhances quality of life. If your business involves selling weight-loss products or systems, before/after photos can demonstrate their effectiveness. If you operate a hair salon, photos of satisfied clients can show off your skills to potential customers.

Building Brand Image

Businesses may use advertising for the objective of building a company or brand image. Insurance agencies often attempt to position themselves as trustworthy by guaranteeing that consumers can count on them in their time of need. Car dealers use advertising to establish a reputation for fairness and honesty. Retailers may attempt to create an image of always offering the lowest prices or providing the best service.

Changing Public Perceptions

An advertising objective may be to alter the perceptions of the public. A business that has developed a reputation in the community for treating customers poorly can use advertising to tout its new customer-service policy. The owner of a restaurant that is perceived to serve an upscale clientele may advertise new menu choices and prices to appeal to a wider range of diners.

Special Promotions Strategy

A typical small-business advertising strategy is to make use of special promotions. By developing an email database, you can send customers coupons or invite them to special sale events. Another technique is to attach coupons to receipts that allow for savings on future purchases.

Internet Marketing Strategy

Participating in blogs that pertain to your business is a strategy that allows you to interact with potential buyers. For example, if you sell products such as handmade crafts via your website, become active in craft-related blogs and include a link to your website in your signature line. You can also create a blog of your own.

Low-Cost Media Strategy

Use a low-cost media strategy to reach a targeted group of customers. For example, if you operate a computer repair service, advertise in small community or "penny-saver" publications that are often delivered to residents in a specific geographic area for free. These publications typically charge less for advertising space than regular daily newspapers, and you'll also attract the attention of other small-business owners who could make use of your services.

Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in the market and the variety of products useful to them. Advertising is for everybody including kids, young and old. It is done using various media types, with different techniques and methods most suited.

Let us take a look on the main objectives and importance of advertising.

Objectives of Advertising

Four main Objectives of advertising are:

1. Trial
2. Continuity
3. Brand switch
4. Switching back

Let’s take a look on these various types of objectives.

1. Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials.
2. Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.
3. Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.
4. Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.

Basically, advertising is a very artistic way of communicating with the customers. The main characteristics one should have to get on their objectives are great communication skills and very good convincing power.

Importance of Advertising

Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Advertising is an important part. Lets have a look on how and where is advertising important:

1. Advertising is important for the customers

Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers.

2. Advertising is important for the seller and companies producing the products

Yes, advertising plays very important role for the producers and the sellers of the products, because

3. Advertising is important for the society

Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society.

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