9.

Aims of advertising (rövidített tétel)

Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor. Advertisers include not only business firms but also
charitable, non-profit, and government agencies. profit
There are various aims of advertising but the primary aim is to attract the sales for the
company. In fact, the ultimate aim of any organization is to enhance its profitability and it is
only possible when the company may attract more sales. The second aim of advertising is to
enhance the visibility of the products and services among the consumers. In other words,
advertising is aimed to increase the awareness of the customers. Advertising also plays an
important role to build the image of the organization in the market. Through ads the company
can build the image which it wants to make in the minds of the people. Therefore, nowadays,
companies spend a huge amount of their budgets on advertising and promotional strategies.

Some specific objectives include:

1. To build primary demand buying motives.
2. To introduce a price deal. 10. To increase frequency of use of a
3. To inform about a product's availability. product.
4. To build brand recognition or brand 11. To inform about new uses of a product.
preference or brand insistence.
5. To inform about a new product's 12. To increase the number or quality of
availability or features or price. retail outlets.
6. To help salesmen by building an 13. To build the overall company image.
awareness of a product among retailers. 14. To effect immediate buying action.
7. To create a reputation for service, 15. To reach new areas or new segments of
reliability or research strength. population within existing areas.
8. To increase market share. 16. To develop overseas markets.
9. To modify existing product appeals and

In developing an advertising program, marketing managers must always start by

identifying the target market and buyer motives.
Then they can make the five major decisions, known as “the five Ms”:
1. MISSION: What are the Advertising objectives??
2. MONEY: How much can be spent? (Advertising budget)
3. MESSAGE: What message should be sent?
4. MEDIA: What media should be used?
5. MEASUREMENT: How should the results be evaluated?

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An advertising objective (or goal) is a specific communications task and achievement level
to be accomplished with a specific audience in a specific period of time. We can classify
advertising objectives according to whether their aim is to inform, persuade, remind, or
reinforce.
- Informative advertising aims to create brand awareness and knowledge of new
products or new features of existing products.
- Persuasive advertising aims to create liking, preference, conviction, and purchase of a
product or service. Some persuasive advertising uses comparative advertising, which
makes an explicit comparison of the attributes of two or more brands. (Pepsi vs. Coca)
nowadays so popular, e.g in supermarket, hypermarket advertising.
- Reminder advertising aims to stimulate repeat purchase of products and services.
Expensive, four-color Coca-Cola ads in magazines are intended to (remind people to
purchase Coca-Cola.
- Reinforcement advertising aims to convince current purchasers that they made the
right choice. Automobile ads often depict satisfied customers enjoying special features
of their new car.

Deciding on the Advertising Budget

How does a company know it’s spending the right amount? Although advertising is treated as
a current expense, part of it is really an investment in building brand equity and customer
loyalty. For example: When a company spends $5 million on capital equipment, it may treat
the equipment as a five-year depreciable asset and write off only one-fifth of the cost in the
first year. When it spends $5 million on advertising to launch a new product, it must write off
the entire cost in the first year, reducing its reported profit, even if the effects will persist for
many years to come.
Developing the Advertising Campaign
In designing and evaluating an ad campaign, marketers employ both art and science to
develop the message strategy or positioning of an ad—what the ad attempts to convey about
the brand—and its creative strategy—how the ad expresses the brand claims.
Advertisers go through three steps:
 message generation and evaluation,
 creative development and execution,
 social-responsibility review.
MESSAGE GENERATION AND EVALUATION
Advertisers are always seeking “the big idea” that connects with consumers rationally and
emotionally, sharply distinguishes the brand from competitors, and is broad and flexible
enough to translate to different media, markets, and time periods. Fresh insights are important
for avoiding using the same appeals and position as others.
CREATIVE DEVELOPMENT AND EXECUTION

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The ad’s impact depends not only on what it says, but often more important, on how it says it.
Execution can be decisive. Every advertising medium has advantages and disadvantages.
Here, we briefly review television, print, and radio advertising media.
Television Ads
Television is generally acknowledged as the most powerful advertising medium and reaches a
broad spectrum of consumers at low cost per exposure. TV advertising has two particularly
important strengths. First, it can vividly demonstrate product attributes and persuasively
explain their corresponding consumer benefits. Second, it can dramatically portray user and
usage imagery, brand personality, and other intangibles.
Print Ads
Print media offer a stark contrast to broadcast media. Because readers consume them at their
own pace, magazines and newspapers can provide detailed product information and
effectively communicate user and usage imagery. At the same time, the static nature of the
visual images in print media makes dynamic presentations or demonstrations difficult, and
print media can be fairly passive. advantiges. the local people like local printed media. this
people like advertise in a the local newspaper.
Radio Ads
Radio is a pervasive medium. Much radio listening occurs in the car and out of home. As
streaming Internet access gains ground, traditional AM/FM radio stations are feeling the
pressure and account for less than half of all listening at home.
LEGAL AND SOCIAL ISSUES

To break through clutter, some advertisers believe they have to be edgy and push the
boundaries of what consumers are used to seeing in advertising. In doing so, marketers must
be sure advertising does not overstep social and legal norms or offend the general public,
ethnic groups, racial minorities, or special-interest groups.
Deciding on Media and Measuring Effectiveness
After choosing the message, the advertiser’s next task is to choose media to carry it. The steps
here are deciding on desired reach, frequency, and impact; choosing among major media
types; selecting specific media vehicles; deciding on media timing; and deciding on
geographical media allocation. Then the marketer evaluates the results of these decisions.
Deciding on Reach, Frequency, and Impact
Media selection is finding the most cost-effective media to deliver the desired number and
type of exposures to the target audience. What do we mean by the desired number of
exposures? The advertiser seeks a specified advertising objective and response from the target
audience—for example, a target level of product trial. This level depends on, among other
things, level of brand awareness. The effect of exposures on audience awareness depends on
the exposures’ reach, frequency, and impact.
Reach is most important when launching new products, flanker brands, extensions of well-
known brands, or infrequently purchased brands; or when going after an undefined target

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market. Frequency is most important where there are strong competitors, a complex story to
tell, high consumer resistance, or a frequent-purchase cycle.
EVALUATING ALTERNATE MEDIA Ads now can appear virtually anywhere consumers
have a few spare minutes or even seconds to notice them. The main advantage of non-
traditional media is that they can often reach a very precise and captive audience in a cost-
effective manner. The message must be simple and direct. Outdoor advertising, for example,
is often called the “15-second sell.” It’s more effective at enhancing brand awareness or brand
image than creating new brand associations. Unique ad placements designed to break through
clutter may also be perceived as invasive and obtrusive, however. Consumer backlash often
results when people see ads in traditionally ad-free spaces, such as in schools, on police
cruisers, and in doctors’ waiting rooms. Nevertheless, perhaps because of its sheer
pervasiveness, some consumers seem to be less bothered by non-traditional media now than
in the past. The challenge for non-traditional media is demonstrating its reach and
effectiveness through credible, independent research. Consumers must be favorably affected
in some way to justify the marketing expenditures.
Evaluating Advertising Effectiveness
Most advertisers try to measure the communication effect of an ad—that is, its potential
impact on awareness, knowledge, or preference. They would also like to measure the ad’s
sales effect.
Communication-effect research, called copy testing, seeks to determine whether an ad is
communicating effectively. Marketers should perform this test both before an ad is put into
media and after it is printed or broadcast. Pre-test critics maintain that agencies can design ads
that test well but may not necessarily perform well in the marketplace. Proponents maintain
that useful diagnostic information can emerge and that pre-tests should not be used as the sole
decision criterion anyway.
SALES-EFFECT RESEARCH
What sales are generated by an ad that increases brand awareness by 20 percent and brand
preference by 10 percent? The fewer or more controllable other factors such as features and
price are, the easier it is to measure advertising’s effect on sales. The sales impact is easiest to
measure in direct marketing situations and hardest in brand or corporate image-building
advertising.
Companies are generally interested in finding out whether they are overspending or under
spending on advertising. One way to answer this question is to work with the formulation
shown in
A company’s share of advertising expenditures produces a share of voice (proportion of
company advertising of that product to all advertising of that product) that earns a share of
consumers’ minds and hearts and, ultimately, a share of market.