Chapter 10

Advertising Objectives Advantages of advertising objectives Broad, specific and sub-objectives Sales objective of advertisement Models of setting advertisement objectives

Advertising is the teamwork where many are involved in making and implementing an advertisement. Objectives provide a communications platform for the client, the ad agency account executive and the creative team members, and help coordinate the efforts of copywriters, media specialists, media buyers and professionals involved in advertising research.

An important reason for setting specific objectives is to have a point of reference, or standard, against which the results can be measured.

The amount to be spent on a particular campaign The content and presentation of the advertisement The most appropriate media The frequency of display of advertisements or campaigns Any special geographical weighting of effort The best methods of evaluating the effects of the advertising

It helps to integrate the advertising effort with other ingredients of the marketing mix, thus setting a consistent and logical marketing plan. It facilitates the task of the advertising agency in preparing and evaluating creative work and recommending the most suitable media. It assists in determining advertising budgets. It enables marketing executives and top management to appraise the advertising plan realistically. It permits meaningful measurement of advertising results.

They should fit in with broader corporate objectives. They should be realistic, taking into account internal resources and external opportunities, threats and constraints. They should be universally known within the company, so that everyone can relate them to his or her own work and to the broader corporate objectives. They need to be flexible, since all business decisions have to be made in conditions of partial ignorance. They should be reviewed and adapted from time to time to take account of changing conditions.

 WHAT WHY WHO HOW WHEN

To enhance organizational effectiveness To generate greater profits To improve competitive position

 To To

increase sales

increase the level of awareness of a given product from current level generate responses

To

To convey information To create desire To improve the image of product To offset the effects of a price variation

Building awareness (informing) Creating favorable attitudes (persuasion) Maintenance of loyalty (reinforcement)

 Informative

advertising Persuasive advertising Comparison advertising Reminder advertising Reinforcement advertising

Launch of New Products and Services. Expansion of the Market to Include the New Users Announcement of a Product Modification Announcement of a Special Offer To Announce Location of Stockiest and Dealers To Educate Customers Reminder Campaigns To Seek Dealer Cooperation and Motivation To Create Brand Preference

 Direct conversion Brand-need association USP Succession of mental states

Step I: Define the audience Step II: Define the Stage of the Communication task Step III: Define Consumer Preference or Resistance Step IV: Define the product promise or claim Step V: Define the Brand Image

It was R B Zajonc who proposed that there are ads which in spite of not having much cognitive effect are able to develop a preference among the audience just by repetitive exposure.

These are the models, which studied the response mechanisms of the audience, and the factors on which their response depended

Source: http://www.ciadvertising.org/studies/student/97_fall/theory/hierarchy/early.html

Source: http://faculty.msb.edu/homak/HomaHelpSite/WebHelp/A-T-R_Model.htm

Source: http://homepages.wmich.edu/~lindquis/Advertising%20and%20Promotion%20ppt/ Advertising%20and%20Promotion%20PwrPt/APCh07.ppt

 Innovation

characteristics Organizations People Personal influence

 Information

Processing Model Attitude Formation and Change Communication/persuasion matrix

The stimulus/response formula Festingers Dissonance theory The Unique Selling Proposition The 'brand-image' school The "Challenge-Defense" period The Three Orders Model The Involvement Models The FCB Grid

Source: http://www.ciadvertising.org/studies/student/99_spring/interactive/joohwan/vaughn/start.html

Source: http://www.ciadvertising.org/studies/student/97_fall/theory/hierarchy/ray.html

Source: http://www.ciadvertising.org/studies/student/97_fall/theory/hierarchy/kreshel.html

Low Involvement Theory

Krugmans model of Low Involvement

HIGH INVOLVEMENT

Advertisement followed by Conscious change in perceptions / attitudes toward advertised item ("conscious" meaning verbalizable by consumer and therefore detectable by research); followed by Change in purchasing behaviour

LOW INVOLVEMENT Advertisement; followed by

Unconscious (non verbalizable, non detectable) change in perceptions of the advertised item (with potential for conscious change of perceptions / attitudes; followed by Conscious change in perception at the moment of purchasing (catalyzed by the purchasing situation; detectable by research, although research has rarely been done at this precise moment); followed by Change in purchasing behaviour; followed by Conscious change in attitude