advertising objectives

Setting the Advertising Objective

As we noted in the Advertising Tutorial, advertising can be used to address several broad promotional objectives including: building product awareness, creating interest, providing information, stimulating demand, and reinforcing the brand. To achieve one or more of these objectives, advertising is used to send a message containing information about some element of the marketer?s offerings. …

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Objectives of Advertising

In the Promotion Decisions Tutorial, we explained five objectives that may be achieved using promotion. Advertising can address all of these, though at different levels of effectiveness. Building Product Awareness – The mass communication nature of advertising makes it a particularly attractive promotional option for marketers, who are introducing new products and looking to build …

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