Thinking about the objectives of advertising in marketing? Every advertising strategy that sets its step in a market has some kind of advertising objective hidden beneath it. Whether it is all about increasing sales and profits or gathering the attention of customers towards a brand or even replacing lost customers, advertising is quite effective in its job. These objectives of advertising, whatever they are, redirect all of their success credit to the company who has employed that strategy.
The objectives that a company includes in its wish-list depend on the company’s age, the age of its product, the field to which it belongs and the situations and hardships the company is currently facing. For example, a company that’s new in the market will most probably go for the advertising strategies that focus on spreading brand’s awareness among people and building a reputation in the market. On the contrary, if a company has included a new product to its production lines, then it will make use of the strategies that have a mix of different objectives of advertising like gathering new customers, building sales and increasing the number of sales generated in a particular period of time.
Even though, despite depending on some factors, there are some goals that are quite common throughout the market. And yeah! You guessed it right! These common but most important goals are same as the ones mentioned above.
Main Objectives of Advertising
- Getting attention
Getting the attention of the people towards themselves by making use of advertising media is one of the most pursued objectives of any company. For the purpose, the companies use both print and electric media in spreading the word about its features and advantages in the target market. Business cards, flyers, brochures, booklets, and newspapers are some of the most used means as advertising media. These means are then reinforced with the help of colorful images, a strong headline, and attractive content.
On the other hand, the advertising means like radio, television, and the internet has also proved themselves to be an extreme advantage. To make the ads even more attracting, music is integrated within them. Moreover, some companies also make use of premium materials like gold, platinum or diamond to give the customers’ eyes a glitter.
- Replacing Lost Customers
It is quite a common thing for smaller businesses to stay on the verge of destruction and that’s often because of less awareness among the customers that a certain brand even exists, high-level competition from larger businesses, inability to put forward most out of its funding and most importantly, lack of experience in its workers. Well! It’s not a universal rule but is true for most of the smaller level businesses. So, that’s what makes them lose most of their customer base.
Even though, they cannot bring back the lost customers, since it is an extremely difficult task to re-win the trust of them and that’s why, most of the time, they need to take a detour in search of new customers to fill up that space generated when the older customers left. To achieve this goal, they drop ineffective ads, put forward the ads, which are able to rebuild sales and profits and look for new and better ways with the help of which they could promote their brand.
- Prompting Immediate Action
One of the most common objectives of advertising is to drive the action of purchase through effective advertising channels. For the purpose, coupons are put to use to make existing customers happy with the services that the company provides. This intensity of action is further fired up by putting a deadline that’s closer enough, so that the customers think to perform the act of purchase quickly, otherwise they will end up feeling that they have lost something precious to them.
Offering a time-trial to the customers also works well, or should we say, much better than most of the other advertising strategies, since it gives a chance to customers to try out that company’s product without any limitation except that of the limited time. As the customers observe the true strength of the product, they often end up in purchasing that product. Offering multiple products for a single product’s price or setting up free are some of the most effective action prompting strategies.
- Building Brand Awareness
Brand awareness is one of the most pursued objectives of advertising for smaller businesses who are new to a particular market or just have recently started up. Since it is that they have just started, it will take some time before they start capturing a continuous supply of customers, but that doesn’t mean that they will have wait without doing anything.
Instead, they put up advertisements in newspapers, television and radio channels and going even further, makes them use of other types of print media. Well! It doesn’t end just here, instead, they put up online ads on popular websites and social media.
- Increasing Sales and Profits
Building up sales and profits is one of the primary objectives of advertising, since for any kind of brand, doing business is the number one priority over every other goal. That ultimately leads their thinking to advertisements and the means employed to do so. Even though the companies in the external world can still get a customer or two in a day, without advertisement but some companies, like those involved in the internet business, rely totally on advertising to generate sales and build up their reputation. So, they do it in a much more active manner than those of the real world businesses.
- Recalling Satisfaction
Customers are busy just as the brand-owners are, that’s why they often forget that the products which make their daily life a breeze belong to a particular company. That’s why some companies make use of advertising campaigns to remind people of the happiness and joy which they felt when then purchased their products. So, they encourage customers to make another purchase of older and established products. This is an amazing way to keep those products alive and active so that they can still be beneficial to the cause of company.