Advertising

Advertising Objectives
 Statements of what various aspects of IMC program
will accomplish.
 “Advertising’s job purely and simply is
to communicate, to a defined audience, information
and a frame-of-mind that stimulates action”.
An Advertising Objective is a Communication Task
 Specific Communication task is a process of acting
on the mind of your audience.
“We must create a state of mind conducive to
purchase”.
 Marketing Vs Advertising
Objectives
 Example-
“Increase Sales 10% in X area” or “Raise Market Share by 5%
These are Marketing Objectives. Why ?
Sales Results are influenced by many factors of which Advertising is one!!

 Defining Advertising Objective must proceed from-

 a. The Product and its virtues

 b. The Competition

 c. The segment of the Market aimed at all of which should be set down
in The marketing objective.
These Objectives are meant to:
 INDUCE TRIAL
 INTENSIFY USAGE. 
 SUSTAIN PREFERENCE
 CONFIRM IMAGERY
 CHANGE HABITS. 
 BUILDING LINE ACCEPTANCE
 BREAK THE ICE
 BUILD AMBIENCE
 INCREASE AWARENESS
 INCREASE SALES.
Steps To Define Objectives
Step I:
Define the audience-Social class, Income, Occupation, Values and
ambitions, Attitudes to Product.
Build up a model of your consumers.
Step II:
Define the Stage of the Communication task- This is done by States:
The communication Spectrum
Brand

Step III:
Define Consumer Preference or Resistance
What do consumers like about Brand?
What do they dislike?
Research into consumer attitudes
Steps To Define Objectives
Step IV:
Define the product promise or claim
1. It must be meaningful and of value to consumer
2. It must be a distinctive – unique claim.
3. It must concentrate on this unique claim.
Unique Selling Proposition (USP)- “Advertising is the art of getting a Unique Selling
Proposition into the heads of the most people at the lowest cost”

Step V:
Define the Brand Image
What will be the brand’s ‘Personality?’
i.e. What character or association does it evoke?

Define - To WHOM to say, WHAT to say (The Purchase Proposition or U.S.P)?

HOW to say?
Setting objectives
 Objectives must flow from a clear positioning
statement
 What is the one selling point or niche that the
advertiser occupies?
 Price, convenience, quality, value, etc.
 Objectives must address a communication task
 Raise awareness
 Shape attitudes
 Enhance recall
 Motivate action
Setting objectives
Advertising objectives DO NOT address sales
goals

•What does the market know about the

advertiser?

•Where is the advertiser on the “awareness

curve” or “product life cycle?”
Setting objectives

Enhance Recall & Action

i n g
a nd
rst
d e
un
a te
e
Cr
Raise Awareness
er a wA

Time
Setting objectives
 Objectives must be measurable
 What will be communicated
 To whom

 By when

 At what cost
Setting objectives
 To whom:
 The audience defined demographically
 The audience defined geographically

 The size of the audience

 By when:
 Determine the period of advertising
 Continuous is sustained over a period of time

 Short bursts or flights to exploit opportunities or to

promote special events - pulsing
Setting objectives
 At what cost:
 How much will it cost to achieve the objectives that have been set?
 Requires obtaining rates from the media, and calculating the cost of
reaching the desired demographic at the frequency necessary
 Objectives allow the advertiser to measure the effectiveness
of advertising
 Without objectives, one does not know whether advertising is
accomplishing anything
Setting objectives
 From advertising objectives will flow strategy
 Strategy is a plan for achieving the objectives

 From strategy, all creative efforts will flow

 Once objectives are set, and strategy is

determined, then creative work begins
 Creative begins with stating the copy platform
Structure Of An Advertisement

 Headline

 Sub-Headline

 Promise of Benefit
 Amplification

 Proof of Claim

 Action to take
THANK YOU…..