Goals of Advertising

1. Goals of Advertising • Increase consumer awareness of the advertiser’s brand • Change consumer attitudes about the advertiser’s product • Promote replacement of outdated products with new products using superior technology • Persuade the consumer to try a sample of the product

2. Goals of Advertising • Persuade consumers to buy the advertiser’s type of product • Convert a consumer that used the product once into a regular user • Persuade consumers to switch from a competitor’s product • Increase sales • Stand out in evoked set

3. Types of Advertising • Brand Advertising • Informative Advertising • Comparative Advertising • Defensive Advertising • Persuasive Advertising

4. Types of Advertising • Brand advertising – intended to make you remember a brand rather than a specific product • Useful for companies that make several products • automotive parts, cookies, chips • Ex.- You might try a new variety of Doritos if you like the other ones

5. Types of Advertising • Informative advertising – teach you about the product’s benefits • Useful for product benefits a consumer doesn’t understand • Ads for prescriptions or medical products informs consumers of the conditions the product treats • Ex.- Aspirin is advertised that it could help prevent heart attacks if taken regularly

6. Types of Advertising • Comparative Advertising – compares the benefits or qualities of two or more similar products • Emphasize the strengths of the advertised product and the weaknesses of other products • Ex.- extra legroom is important to a car shopper who is tall.

7. Types of Advertising • Defensive advertising – the losing product in a comparison ad may respond with a defensive ad to say the weakness was exaggerated or that their product is better in some other way • Persuasive advertising – show happy people using the product, implying that you will be happier, more glamorous, more athletic, etc. • Rely on emotional appeal because they usually don’t provide any useful information

8. Brand Recall • Advertisers want to be the first brand you remember when you think of a product • One of the easiest methods of getting you to remember a brand name is repetition • Includes how many times you encounter the ad and how many times the brand name is mentioned in the ad • Repetition-frequency of encountering the ad • Slogans-memorable because of its simplicity, rhythm, rhyme • Jingles-same but set to music

9. Advertising Strategies • Fear • Informs you of the risks associated with not using the brand • The products will protect you from the danger depicted in the ad • Anxiety • Concern about something rather than fear of it • Ex.- Mouthwash or deodorant…these products will help protect you from embarrassing social situations

10. Advertising Strategies • Transform consumer’s experience • Emotions and memories will be linked to the consumer’s use of the product • Ex.- Every time you drink a specific brand of coffee, you might remember chatting with friends, starting off the morning with energy, or relaxing after a hectic day • Direct Response • Encourages consumers to act immediately • Communicates a sense of urgency to buying the product