Back to: Marketing SS1
The purpose of advertising is nothing but to sell something-a product, a service or an idea. The real objective of advertising is effective communication between producers and consumers. The following are the main objectives of advertising:
1. Preparing ground for new product: A new product needs because potential customers have never used such product before and the advertisement prepare a ground for that new product.
2. Creation of demand: The main objective of the advertisement is to create a favourable climate for 6. maintaining and improving sales. Customers are to be reminded about the product and the brand. It may induce new customers to buy the product by informing them about its qualities, since it is possible that some of the customers may change their brands.
3. Facing the competition: Another important objective of the advertisement is to face the competition. Under competitive conditions, advertisement helps to build up brand image and brand loyalty and when customers have Bb developed brand loyalty, it becomes difficult for the middlemen to change it.
4. Creating or enhancing good will: Large-scale advertising is often Sundertaken with the objective of creating ovitost or enhancing the goodwill of the bas advertising company. This, in turn, viso increases the market receptiveness of the company’s product and helps the salesman to win customers easily.
5. Informing the changes to the Customers: Whenever changes are made in the prices, channels Of distribution or in the product by way of any improvement in quality, size, weight brand, packaging, etc., they must be passed to the public by the producer through advertisement.
6. Neutralising competitor’s adver tising: Advertising is unavoidable to compete with or neutralise competitor’s advertising. When competitors are (vi adopting intensive advertising as their promotional strategy, it is reasonable to follow similar practices to neutralise their effects. In such cases, it is essential for the manufacturer to create a different image for his product.
7. Barring New Entrants: From the advertiser’s point of view, a strongly built image through long advertising helps to keep new entrants away. The advertisement builds up a certain A – monopoly for the product in which new entrants find it difficult to enter.
In short, advertising aims at benefiting g producer, educating the consumer and supplementing the salesman. Above all, all it is a link between the producer and the consumer.
Summary of Objectives of Advertising
(1) To inform potential customers of a new or existing product or service or an idea.
(ii) To educate new uses of an existing product.
(iii) To give information on current prices and special discounts. (iii)
(iv) To remind customers of an existing product in order to maintain brand loy alty against competing product.
(v) ou To give information about the desirabl qualities of a product.
(vi) To give reasons why dealers shoul stock the products.
(vii) To provide technical information abo a particular product mobbin
(viii) To persuade customers to buy the pro uct offered as the best quality of oth product options.
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