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Advertising objectives are set at the beginning of a campaign to focus on a specific end product. Businesses use goals to set targets and can use ratings to determine if goals are being met. The objectives can be persuasive, awareness-raising, reinforcing or reminding, and businesses can use surveys, market observations, and sales analytics to determine if they’re meeting their goals.
An advertising objective is an objective in an advertising campaign, selected at the outset of the campaign to keep it focused on a specific end product. Businesses use goals to set goals for their advertising and can use ratings to determine if goals are being met. These can enable businesses to adjust their advertising, consider new advertising ideas and set new goals for long-term sales, growth and development.
There are several areas a business can choose to focus on with an advertising objective. What most consumers think of when they hear “advertisement” is a persuasive target, where the mission is to get consumers to buy a product. This could include incentives to switch brands, appeals to specific demographics, and a variety of other tactics. Upon encountering persuasive advertising, consumers should want to buy products and might even encourage friends and family to do the same.
Awareness can be another advertising goal. In this case, the goal is to raise consumer awareness of a brand, but not specifically to sell products. The company could use the ads to project an image, gain consumer awareness, and create associations with a specific brand or family of products. While such ads don’t explicitly tell people to buy a product, they can be recalled at the grocery store or in the course of searching for a new purchase, and the customer can turn to the familiar and gravitate towards that brand.
Other advertising goals include reinforcers and reminders. In reinforcements, companies tell consumers that they made the right choice in buying a product. An auto company might have a messaging campaign more aimed at current owners, for example, to make them feel good about their buying decisions. In reminders, businesses looking to repeat business remind consumers of their products and services. A classic example can be seen on commercial flights, where a cabin attendant typically says, “We hope you’ll fly with us again” at the end of the flight.
Businesses can use tools like surveys, market observations, and sales analytics to determine if they’re meeting an advertising goal. If not, they analyze their ads to determine why and develop a redirection plan to achieve their target goals. An automaker might find, for example, that persuasive ads targeting a certain demographic don’t work because they don’t reflect that demographic’s attitudes and beliefs.
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