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.

Read more...

What is Advertisement ?

Of course we all frequently see ads that are distributed by various media, both print media (newspapers, magazines, tabloids, etc.) as well as electronic media such as TV, radio and the Internet.
Then what are advertisement purposes?
And what are the types of advertisement?

Ads are one form of persuasive communications that are part of the marketing activity intended to persuade audiences to take advantage of goods or services. Many ads can be used to persuade to recognize the messages conveyed through advertising. Only persuasive communication in advertising that does not have the audience know exactly the source of the sender, the decisions they make, depending on how much influence or convincing communicator them. It required a planned analysis based on the rule of research, to measure how much the effectiveness of advertising messages through audience can influence decisions.


In the English language known by advertising that comes from the Latin ad-vere a means of passing thoughts and ideas to others, as well as understanding of communication. In France called reclamare which means shouting something repeatedly. While mentioning I'lan Arabs. The term in Arabic is that adopted by the Indonesian language to pronounce the word 'advertising'.

In ad perspective tends to emphasize the creative aspects and delivery of persuasive messages delivered through special media. Marketing perspective and an emphasis on advertising meaning as a marketing tool. Meanwhile, more pressing psychological perspective persuasive message.

Some views about the ads have been written by several experts, among others:
1. Liiweri, 1992:20 fully written that advertising is a communication process which has important strengths as a marketing tool to help sell goods or provide services, as well as ideas and ideas through certain channels in the form of persuasive information.

2. Kotler (1991:237) defines advertising as any form of non personal presentation, promotional ideas, promotional products goods or services by a specific sponsor paid. This means that in conveying the message, the communicator was specifically do so by paying the owner of the media or people who work at paying.

Although there are differences in terms of advertising perspective different but the bulk have the same principles in terms of advertising, where the ads contain six basic principles namely;
1. Any particular message
2. Conducted by the communicator (sponsor)
3. Done by non-personal
4. Delivered to a specific audience
5. In conveying the message is done by way of pay.
6. Delivery of the message, expects a certain impact.

Ad Types
To map the types of ads is not easy, because of one ad view other ads often overlap. Here are the types of ads that put forward by some experts with their point of view;
A. The types of ads based on the benefits (Kotler)
B. The types of ads by classification based on groupings (Richard E. Stanley)
C. Types of ads based on (Liliweri (1992):
1. The general standards of advertising and public service
2. Special ad is based on the division of ad types, such as:
a. Based on the medium used
b. Based on the commercial purposes and public services.
c. Based on field contents of the message.
d. Based on the product being advertised.
e. Based on the ads target

In practice the marketing activities is not only a good product necessary, appropriate pricing and orders (display) in an interesting place but needed better communication with consumers. One form of communication is the communication activities of persuasion, which involves sending communications (source) and receiver interact. Only persuasive communication in advertising that does not have the audience know exactly the source of the sender, the decisions they make, depending on how much influence or convincing communicator them. The effectiveness of persuasive communication is highly dependent on both the sender and recipient factors including the message that the message conveyed in advertising.


Read more...