Advertising Objectives

It is not totally true, if the advertising is intended only to affect sales, because many variables that affect sales, including the ad itself. A more appropriate approach is that if the purpose of advertising is directed at the stages of readiness of buyers to buy a product, which is changing the customer from not knowing to understand, take a stand, and then buy. Therefore, marketers must determine which phase should be worked through advertising.

There are several ways to determine the purpose of advertising, namely:

1. Inventory Approach

In this approach the purpose of advertising is determined or taken from a collection of various corporate purposes views of the entire corporate marketing perspective. With this approach, marketers can realize that there are many different goals that bias emphasized in advertising, and election purposes should consider other marketing purposes. However, the weakness of this approach is that the goal can be selected may not be feasible or even contradictory.

2. Hierarchy Approach

This approach is based on the presumption that before buying the product, the customer through the stages of psychological variables.

Therefore, the purpose of advertising should be moving these stages in a hierarchy. The purpose of advertising such as initial customer attention, perception, and greater attention, and interest in buying. Or it can also affect the understanding of feelings, emotions, motivations, beliefs, interests, decisions, images, associations, memories and customer recognition. Even so, it's hard to connect those goals with marketing objectives. Besides the measurement of psychological variables are also difficult and subjective measurements when compared to the achievement of objectives, such as profit.

3. Attitudinal Approach

This approach suggests that the target goal is to affect the structure of advertising attitudes.
Advertising objectives can be the revelation of the following statements:

• Influencing the most influential force in the selection criteria to evaluate the brand of a particular product class.

• Increase the characteristics of things that are considered outstanding in the product class.
• Change the perception of the company's brand on some specific product characteristics or significant outstanding.

• Change the perception of brands that compete on some characteristics of a particular product or an important outstanding.

This approach is a refinement of the hierarchical approach, in which this approach attempts to relate the purpose of advertising with marketing objectives. This approach not only shows the attitude of the functions to be carried out ads, but also show some results to be achieved. The tasks of the next advertising can be used to determine the destination media.