Whatever management wants to achieve or achieves through the objectives appropriately set, advertising objectives are a must because, they help the advertiser to know well in advance what he wants to achieve and provide direction and purpose.
Clearly defined objectives serve as the parameters of performance, culminate into effective programmes and guide and control decision-making.
The most commonly sought objectives are to increase the sales; to support sales- force; to enter new markets; to introduce new product; to improve dealer relations; to build-up the image; to counteract competition, to fight prejudices. It is worth pinpointing here that these objectives vary from firm to firm, market to market, brand to brand and time to time.
These may be short-term or long-term:
The fundamental aim of advertising is to multiply the sales and profits. Advertising is the cause of increased sales and profits. Increased sales can be brought about by number of strategies and these strategies are made known to the consumers through advertising. For instance, by lengthening the seasonal cycle of the product by increasing replacement rates, by multiplying the product uses, by increasing unit of purchase and so on.
Salesman and advertising are the two most important marketing forces involved in moving the goods and services from the producers to the final users. Both have a common objective of increasing sales and profits, but employ different techniques in reaching these objectives.
In fact, advertising begins the selling process but sales-force concludes the sales. If the salesmen follow-up the interest aroused by the advertising by stimulating the desire answering the objections and demonstrating, sales result. Advertising prepares the back-ground in the backdrop of which the salesmen act and succeed.
Every business house is not happy with whatever profit it earns; it is lured by the idea of maximisation of it and one of the ways is to enter the new markets or the market segments not entered so far.
It is advertising that acts as investigator and installer; it sows the seeds where the firm can harvest the profits. Advertising is the silent ambassador that creates congenial atmosphere for the tapping of the new market segments.
Advertising as a mass media of communication does a lot in introducing the new product, new service or new idea to the general public. With its educative value, provoking force, and invoking tinge, it affects the thoughts, beliefs and behaviour of people caught in the cobweb of advertising.
Advertising creates demand because, it has the power of converting desire into demand by winning the hearts of people after convincing them of the values and benefits of the product, service or idea so introduced.
No company can sell all its products through direct channel of distribution. It has to opt for one or more indirect channels where dealer cooperation is a must. Under these circumstances, the assigned advertising objective can be to assist them to pull out the product through the channel via consumer motivation and communication.
Advertising is a powerful force that builds the image which is three dimensional corporate, brand and store. A ‘corporate’ image is the sum-total of the impressions that the people have about the company.
It is company products, packages, trade-marks, brands, name, employees, graphics, marketing programme and the like that make corporate image. A ‘brand’ image is the sum-total of all those emotional and aesthetic qualities that the people associate with brand namely, name, symbol, personality, value, prestige and quality. ‘Stores’ image is the stores personality.
A consumer image of a store is the sum of attitudes towards different aspects of those stores and these factors are locational convenience, merchandise, stability, value for price, sales efforts, sales services, congeniality, and post transaction satisfaction. It is advertising that builds these.
This business world is highly competitive and to survive and survive successfully, one should compete away the competitors. As many of these competitors are in the same line of activity, competitive advertising may be snatching away the business.
To counteract such competition and neutralize its effects, the business house can design counteracting advertising design or the campaign. Thus, advertising can be a great shield to protect the business house from enemy’s attacks.
Institutional advertising is designed to build the image and is good for the company that speaks about company products and services. On several occasions, such institutional advertising is fruitfully employed to dispel the prejudices prevailing in the minds of general public about the firm, if any. It is very strong public reaction tool.
The prejudices relate to the company, its products, services or the ideas. In these days of acute competition, unfair means are used to poison the minds of the innocent people and the result is that the and, hence, the general public suffers unless such veil of misunderstanding is lifted.