Advertising is aimed at achieving various objectives. Objectives may be commercial or social in nature. Prof. Kelly gave the concept of DAG MAR – Defining Advertising Goals for Measuring Advertising Results – in relation to advertising objectives. Broadly, advertising objectives can be categorized into three classes, such as informative objectives, persuasive objectives, and reminder objectives.
Prof. Sew and Prof. Smith have classified objectives as:
i. Sales objectives
ii. Aiding sales force
iii. Competition-related objectives
iv. Brand loyalty and reputation-related objectives
However, we will consider following objectives:
1. To Inform Buyers:
This objective includes informing customers regarding product’s availability, price, features, qualities, services, and performance. Besides, it also includes informing them about changes made in the existing product and introduction of new products. Company also highlights its location, achievements, policies, and performance through advertising.
2. To Persuade or Convince Buyers: Company uses advertisement to persuade or convince the buyers about superior advantages offered by its product. Company communicates competitive advantages the product offers to induce customers buy it. Comparative advertising is used to prove the additional benefits of product at a given price.
3. To Remind Buyers: Marketer uses advertising to remind the buyers regarding existence of company, products, maintenance of quality, superior services, and chasing customer-orientation. Mostly, the existing firms aim their advertising for this objective.
Here, the purpose is to inform that the company is still in existence and serving customers in a better way. Due to huge information bombarded by a number of companies, customers are more likely to forget name of company and/or products and services it offers.
4. To Face Competition: Advertising is treated as the most powerful weapon to fight with competitors effectively. Advertising enables the firm to respond the competitors strongly. It helps the firm to distinguish its total offerings from competitors.
In brief, the firm can face competition, can prevent the entry of competitors, or can remove competitors away from the market. In competitive marketing environment, the firm cannot survive without an effective advertisement.
5. To Achieve Sales Targets:
Increase sales volume is one of the major advertising objectives. A company can advertise its products in various media to attract customers situated in different parts of the world. National and international marketing is the result of advertising. Even, non-users can be converted into users and usage rate can be increased. Thus, company can achieve its sales objectives by advertisement.
6. To Build and Improve Brand Image:
Advertising is used for brand recognition and acceptance. A company can distinguish its brand by magnifying major benefits the product offers. Advertisement attracts customers toward the brand; they try it and accept it over time. In the same way, bad image related to brand can be changed by systematic presentation of facts and scientific evidences, and removing misunderstanding.
7. To Help or Educate People:
Advertising is not always used only for company’s benefits. It is meant for helping customers to make the right choice of product. It educates people about availability of new products, its features and qualities, price, services, and other related aspects. Such information is instrumental for purchasing suitable products. Thus, it guides customers to choose the most appropriate product.
8. To Build Company Image and Reputation:
A company opts for advertisement to build prestige and reputation in the market. Most of the companies, though they are satisfied with the volume of sales, go for advertising to acquire fame in the market. Many companies advertise its policies, activities, and achievements to make a permanent place in the mind of people.
9. To Assist Sales Force and Middlemen:
Advertising is an aid to middlemen and salesmen. Advertising also popularizes the name of dealers. Likewise, advertising provides necessary information to the buyers. Middlemen and salesmen are not required to do the same. It eases the task of sellers. In the same way, advertising encourages sales force.
10. Other Objectives:
There are certain minor objectives of advertising, such as:
i. To promote new products.
ii. To build long-term relations.
iii. To remove misunderstanding.
iv. To expand of market.
v. To gain confidence of buyers.
vi. To request customers to compromise with unavoidable circumstances.
vii. To seek apology of the buyers for any undesirable events, etc.
Company has to select one or more objectives based on its situations. It should be clarified that the list is not exhaustive. New advertising objectives may emerge as per change in situations. However, the main objective of advertising is to increase sales and earn profits. Company must define it advertising objectives clearly and precisely.