What Is an Advertising Objective?
Advertising goals refer to the goals that companies want to achieve through advertising campaigns. Its essence is to complete the task of information communication for specific audiences (including listeners, viewers and readers) at specific times. The advertising goal is the starting point of the advertising strategy. Its determination must be compatible with the company's market positioning, target market selection, and the company's marketing mix strategy. Enterprises can conduct advertising campaigns for different specific goals. For a certain enterprise, different advertising goals can be determined in different periods and under different circumstances. [1]
Advertising goals
- Advertisement is a publicity means to convey information to the public openly and widely through a certain form of media for a specific need. Advertising has
- There are many advertising goals that companies can choose from, which can be roughly divided into three categories:
- How to
- In the process of setting advertising goals, there are many factors that affect the formation of advertising goals. In summary, there are mainly the following aspects:
- 1. Business strategic objectives
- Corporate advertising goals are an important part of corporate marketing goals, and corporate marketing goals have advantages over branch performance of business strategy goals.
- 2. Changes in market supply and demand
- Under different supply and demand conditions of enterprise products, advertising goals must be different. It is very important to further strengthen the corporate and brand image under the condition that the supply of goods is in short supply. The advertising campaign in this period may drive the sales of a series of corporate brands, and even an excellent promotional opportunity
- 3. The stage of the product's life cycle
- The process of selling goods in the market is the process of market introduction, growth, maturity, and decline of the goods. When the products are in different stages of the market, the advertising goals adopted must be different.
- 4. Market status
- Market status refers to the monopoly and competition situation in the market. It can be summarized into four models; purely monopolistic market state, oligopoly market state, monopolistic competitive market, and purely competitive market. [2]