Page 221 - DMGT509_RURAL MARKETING

Rural Marketing

Notes 6. ................. uses the telephone line to tell the prospective customers about the services the
marketer is providing.

11.4 Objectives of Advertising

Given below are some of the objectives of advertising:
1. Sales as objective
2. Communication
3. Prompt direct action
4. Encourage customer to ask for information

5. Giving message of need and its satisfaction
6. Products success stories to reinforce product/brand loyalty
7. The benefit story

8. Attitude change
9. Reassurances
Besides, the purposes of advertising are as follows:
1. Launch of a new product
2. Modification in products

3. Changes in price
4. New packing or, Promotional plans, e.g. buy one get one free
5. Distributor’s and retailer’s address

6. Educating the customers for proper usage of the product
7. To retrieve lost sales, e.g. due to strike in the factory
8. Reminder ads and for maintaining sales
9. To recruit staff
10. To appoint distributors and dealers

11. To invite technical staff of industrial customer to ask for literature, come to visit
12. Competitive comparative advertising
13. To assist retail sale

14. Help salesperson get a foot in the door of industrial customers
15. To attract investors through special ad campaigns
16. To export/go international (separate chapter is provided for this topic)
17. To announce financial results of the firm
18. To sell direct e.g. Readers Digest

Sales as objective: Business today is for continuous improvement in the bottom line. Profit
remains the prime motive and to achieve a reasonable return on investment firms have to
struggle as competitors are equally focused on the same subject. Advertising is a distinct aid to

216 LOVELY PROFESSIONAL UNIVERSITY