What are advertising objectives? Give examples of three specific types.

Three types of advertising objectives

Inform, Persuade, Remind

Remind (definition)

important for mature products because it keeps consumers thinking about the product

Advertising Objectives (definition)

o An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time.

Persuade (definition)

used as competition increases and a company's objective become building selective demand. Some use comparison advertising, which compares one brand directly or indirectly with one or more other brands.

Inform (definition)

used heavily when introducing a new product category and when the objective is to build primary demand.

Persuade (example)

• "In a recent national blind taste test, more Americans preferred the taste of Dunkin' Donuts coffee over Starbucks".

Remind (example)

• Expensive McDonald's ads on TV are designed to remind people about McDonald's, not inform or persuade them

Inform (example)

• New residents in a neighborhood receive a gift certificate for a Deli Survival Kit for free, but must be redeemed at Junior's Deli. The kit informs potential customers about the restaurant and results in visits to the restaurant by those who sample their products.