1. Objectives of advertising
Chapter = 7
Objectives of advertising

2. Philp Kotler says
“The objectives of advertising are to inform, to persuade and to remind the target audience about the advertisers product.”

3. Need of advertising objectives
Serves as communication and coordination device
Criterion for decision making
Evaluation of advertising effectiveness

4. Type of advertising objectives
Sales objectives
Communication objectives

5. Sales objectives Limitations :-
Advertising is not the only factor affecting the sales
Effect of advertising on sales may occur in the long run

6. Communication objectives
Hierarchy of effect model
Brand unawareness
Brand awareness
Knowledge
Liking
Preference
Conviction
Purchase

7. Specific objectives of advertising
To increase demand
To sell a new product and to build new brands
To educate masses
To build brand preference
To build goodwill
To attract and to help middlemen
To support salesmen
To remind the customers of the product and company.

8. To reach customers left out by salesmen
To inform about changes in marketing mix
To neutralise competitors advertising
To enter in new geographical area
To do entire selling job
To overcome dissonance of buyers
To reduce cognitive dissonance
Specific objectives of classified advertising
Other objectives.

9. Factors determining advertising objectives
Stage in product life cycle
Available finance
Level of competition
Marketing objectives
Nature of product
Market segmentation
Benchmark and degree of change sought
Dissonance among customers
Distribution strategy