Advertising Objective
   
    Definitions
           “The purpose of advertising is to sell goods, services or 
    ideas to a large group of prospective purchaser”.        
                                          -Huegy & Mitchell
   “The main objective of advertising are to inform, to persuade and 
    remind the target audience about the advertiser’s product”.
                                                    - Russell H. Colley    
    Classification Of Advertising 
    Objectives
    To inform
          1.Telling the market about the new product
          2.Suggesting new uses of the product
          3.Explaining how the product works
    To Persuade
         1.Build Brand preference
         2.Persuade customer
     To Remind
        1.Maintain product awareness
       2.Maintaining Brand Loyalty
      3. Reminding customer that the product may be needed in near future
  Factors Determining Advertising Objective
   Stage in product Life Cycle
   Available finance
   Level of Competition
   Marketing Objectives
   Nature of Product
   Market Segmentation
   Dissonance Among Customer
   Distribution strategy
   Functions Of Advertising 
   objective
    Serve as Communication & 
     Coordination: Communication between advertising agency, 
     advertiser and ad-creative team. Coordinate the efforts of copywriter, media 
     buyer, advertising agency, message source etc.
    Criterion for Decision making ; ad-objective 
     effect decision regarding budgets, frequency or repetition of advertisement, timing and 
     designing of advertisement.
    Evaluation of advertising 
     effectiveness ; It provide the standard for evaluating the 
     effectiveness of advertisement.
  Types/ Approaches of 
  Advertising Objectives
  Two Types Of Approaches
     1.Sales Objectives (Sales approach)
     2.CommunicationObjectives(Communication 
   Approach)