Study Room - Marketing - Advertising - Advertising Objectives

	Advertising Standards Authority

	Committee of Advertising Practice

	Independent Television Commission

	Maiden.co.uk

	Broadcasting Advertising Clearance Centre, The

Profiles

	Bank of England - Monetary Policy Framework in the UK

	British Airways plc - Marketing Insight

	Bank of England - Introduction to the Role of the Bank of England in the UK

	Bank of England - consideration of the main roles of the Bank of England in the UK

	Dyson Limited - Introduction to the approach at Dyson Ltd

Exam Hall

Multiple Choice
	Advertising Test
Exam Questions
	AS, OCR, Spec 2000

	AS, AQA, Unit 3, Jan 2005

	AVCE, Edexcel, Spec 2000

	AVCE, OCR, Spec 2000

2 Advertising Objectives

Advertising is one part of the promotional mix, and therefore advertising objectives will be set in line with overall Promotional and Marketing Objectives, which in turn will relate to the organisations' overall Corporate Objectives. In general, however, there are three main categories of advertising objectives a business might set itself in terms of whether it seeks to Inform, Persuade or Remind the target audience.

Objectives of Advertising

Inform	Informative advertising, seeks to tell the market about the product, explain how the product works, provide information on pricing, and build awareness of both the product and the company. Such objectives are normally pursued at the launch of a new product, or re-launch / up-date of an existing product.

	Example : The Dyson Contrarotator The Dyson Contrarotator� is the only 2-drum wash action washing machine on the market. A key objective for Dyson is to inform the market about this unique product, explaing how the product works, and its advantages over normal washing machines. click to link to view examples of informative Dyson advertising

Persuade	Here objectives are to encourage the target audience to switch brands, make the purchase, and create a preference in the market for the product as opposed to its competition. Advertising of this nature is required in highly competitive markets, where a range of products compete directly with each other. In such circumstances businesses often seek to differentiate their product through Comparison Advertising � either directly or indirectly comparing its product to that of its competitors.

	Example : Halifax 'Who gives you Extra' Campaign The Halifax 'Who gives you Extra' campaign has been an extremely succesful example of Comparative Advertising, used to Persuade savers to switch Banks. In a highly competitive market, the aim of the work is to show the extra value the bank delivers to customers across a range of financial services, and was produced by the Delaney Lund Knox Warren & Partners agency. click to link to view examples of Comparative advertising by Halifax

Remind	Reminder Advertising, is used to maintain interest and awareness of a well established product in the market, often in the latter stages of its product life cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand. Such advertising is used by the likes of Coca-Cola and other leading brands, to maintain their position in the market.

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