This is the first step in the process of building an advertising program. These goals must come from previous decisions about the target market, market positioning and Marketing mix. Positioning and marketing mix strategies determine the tasks that ads perform in a comprehensive marketing program.
It is possible to classify advertising goals according to their purpose as persuasive or reminders.Information advertising is predominant during the product launch phase, when the goal is to create initial demand. Like Number One when introducing about its new product is about to be available in the market.
Persuasive advertising becomes important during the competition, where the company's goal is to create selective demand for a specific brand. Most types of advertising fall into this category. As the persuasion of Omo washing powder about products, the properties of the product "have been better and better". Some persuasive advertisements turn to comparative advertisements with one or more of the same class products to highlight the superiority of the brand. The comparative ad is used for Downy fabric softener. Or the promotion of Omo against the advertising of Daso. When using advertising, the company must make sure that it can prove its claims about the superiority of the product and cannot be counterattacked in an area where other brands are stronger. Reminder ads are extremely important for prolific products. Coca-cola's expensive four-color ads in magazines aim not to inform or persuade but to remind customers to buy them. One form of proximity to this ad is to advertise to existing buyers that they have made the right choice. As ads on detergent often put up images of customers that are very happy. about the quality of the product I have chosen.
The selection of advertising goals should be based on the results of careful analysis of the current marketing situation. If that class of product is at its peak and the company is the market leader, and if the level of brand usage is low, then the appropriate goal is to stimulate more brand use. On the other hand, if the product class is new and the company is not the market leader, but its brand is better than the leader, the appropriate goal is to convince the market of its superiority. Products.
