Defining the Advertising Objectives

Distinguish between Marketing Objectives and Advertising Objectives


E.g.

“Increase Sales 10% in X area” or

“Raise Share of Market by 5%
These are Marketing Objectives

Why ?

Sales Results are influenced by many factors of which Advertising is one

To know what an Advertising Objectives is

You must first know what Advertising’s proper job is

“Advertising’s job purely and simply is to communicate, to a defined audience, information and a frame-of-mind that stimulates action”.


ADVERTISING IS COMMUNICATION

An Advertising Objective is a Communication Objective

“An Advertising goal is a specific communication task, to be accomplished among a defined audience to a given degree in a given period of time”.

Defining Advertising Objective must proceed from

a. The Product and its virtues
b. The Competition
c. The segment of the Market aimed at all of which should be set down in The marketing objecive.

Step I

Define the audience

Social class, Income, Occupation, Values and ambitions, Attitudes to Product.

Build up a model of your consumers.

Step II:

Define the Stage of the Communication task

What is the Specific Communication task?
Communication is a process of acting on the mind of your audience.
“We must create a state of mind conducive to purchase”.

This is done by States:

The communication Spectrum

Brand


Action
Conviction
Comprehension
Awareness
Unawareness

Advertising


Generally, you must telescope some stages. But necessary to define how much you can and should aim to communicate through a given advertising campaign.

Three examples :

1. Structo : awareness/comprehension
2. Dulux : awareness/comprehension/conviction
3. Saffola : conviction/action

*Goals: 90% aware; 70% comprehend; 30% conviction – action.

Step III:

Define Consumer Preference or Resistance

What do consumers like about Brand?
What do they dislike?

This is where you need research into consumer attitudes:

Example : Paints Coffee

Step IV:

Define the product promise or claim

1. It must be meaningful and of value to consumer
2. It must be a distinctive – unique claim.
3. It must concentrate on this unique claim.

Unique Selling Proposition (USP)

“Advertising is the art of getting a Unique Selling Proposition into the heads of the most people at the lowest cost”

Step V: Define the Brand Image

What will be the brand’s ‘Personality?’
i.e. What character or association does it evoke?

Thus : Humphrey Bogart A rugged
Or Sean Connery he - man

Define
To WHOM to say
WHAT to say

The Purchase Proposition or U.S.P.

Put all this in writing
From this will follow:

HOW to say