Setting the advertising objectives, Marketing Management

Setting the advertising objectives:

The advertising objectives must flow from prior decisions on the target market, market positioning, and the marketing mix. Advertising objectives can be classified according to whether their aim is to inform, persuade, or remind.

Informative advertising figures heavily in the pioneering stage of a product category, where the objective is to build the primary demand.

Persuasive advertising becomes important in the competitive stage, where a company's objective is to build selective demand for a particular brand. Reminder advertising is important with mature products. It is used to remind buyers about a product's existence. For example, expensive four - colour Coca -Cola ads in magazines are intended to remind people to purchase Coca - Cola. A related for of advertising is reinforcement advertising, which seeks to assure current purchaser that they have made the right choice. 

Posted Date: 9/19/2012 9:15:36 AM | Location : United States

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