Page 257 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes objective is a specific communication task to be accomplished with a specific target audience
during a specific period of time.
Advertising objectives can be classified by primary purpose as:

1. Informative advertising, which is advertising used to inform consumers about a new
product or feature and to build primary demand.
2. Persuasive advertising, which is advertising used to build selective demand for a brand
by persuading consumers that it offers the best quality for their money.
3. Comparative advertising, which is advertising that compares one brand directly or
indirectly to one or more other brands.
4. Reminder advertising, which is advertising used to keep consumers thinking about a
product.

Figure 11.2: Setting Advertising Objectives

How Advertising Works?

The marketer can also be seeking a cognitive, effective or behavioural response from the consumer
through the process of advertising. The marketer has to study the present state of the consumers’
mind in terms of its knowledge about the organisation and its products and also the attitude
towards them. The advertisement works in the consumers mind in a Response Hierarchy Model.
It is assumed that the buyer, after being exposed to the advertisement, passes through a cognitive,
effective and behavioural state in that order. Four best known Response Hierarchy Models are
shown in Figure 11.3.
We give a brief of the Hierarchy-of-Effects Model

1. Awareness: if it is found that most of the target audience is unaware of the product/brand,
the advertiser’s task is to build awareness, with simple messages repeating the product/
brand name.
2. Knowledge: in case the target audience have product/brand awareness but do not know
more, the advertiser’s task is to give them more information about the product/brand by
providing relevant information on product/brand attributes, consumer benefits, past
records on reliability, price, availability, etc.
3. Liking: the advertiser has to find out ways how to build favourable attitude about the
product/brand. Here it should they take help of other promotional tools like public
relations, etc.

4. Preference: in case the target audience does not prefer the product/brand to other products/
brands, even though they like it, the advertiser must try to build consumer preference by
promoting quality, value, performance and other features.

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