Communication goals of Advertising

A d v e r t i s i n g s h o u l d c o n c e n t r a t e o n c l e a r a n d m e
a s u r a b l e communication objectives known as DAGMAR (Defining Advertisin
gGoals, Measuring Advertising Results). Advertising objectives must be oriented around the
process of communication. Communication tasks are,1. Developing brand awareness.2.
Changing consumer attitudes.3. Associating desirable themes with products, and4. Informing
consumers about product attributes. The ultimate purpose of most advertising is to help
the probability
of t h e s a l e o f t h e p r o d u c t o r a s e r v i c e . A d v e r t i s i n g a s a m o d e
o f promotion increases propensity to purchase-moving the
prospects t e a d i l y, i n c h - b y - i n c h , c l o s e r t o a p u r c h a s e d e c i s i o n . O f
c o u r s e , advertising is only one of several communication forces. It moves the
consumer through successive levels such as unawareness, awareness, comprehension or
recognition, conviction (intention to buy) and
actionpurchase.A d v e r t i s i n g g o a l s m a y b e d i v i d e d i n t o f o u r s t a g e s o f c o
m m e r c i a l communication as follows:
Awareness:
the prospects must become aware of the existence of the brand or company. Awareness is the
bare minimum goal of advertising.
Comprehension
:
t h e p r o s p e c t m u s t u n d e r s t a n d w h a t t h e p r o d u c t i s and what it will do for him.
Comprehension level indicates that people eare not only aware of the brand or company that they
know the brand name and can recognize the package or trade market. But they are not yet
convinced that they must want to buy.
Conviction:
the prospect must be mentally convinced to buy the
brando r t h e p r o d u c t . T h e c o n v i c t i o n l e v e l s h o w s b r a n d p r e f e r e n c e a n
d intention to buy the product in the near future.
Action:
the prospect takes meaningful action. Purchase decision is duly taken.
ADVERTISING STRATEGIES:
Strategy provides the link between advertising objectives and plans and paves the
ground for their implementation. It can be
instrumentalin prioritizing various objectives, taking
into account the attitudinalframework as well as corporate and marketing goals, and
the marketsituations and characteristics.Advertising strategy is based on consideration such as
the following:

Advertising objectives.

Advertising budgets.

Selection of target audiences.


Advertising message.

Media decision.

Media space decisions.

Companys standing and it s strength and weaknesses.

Product history and its life cycle stage.

Positioning of the product as indicated by perceptual mapping.

Existing and anticipated competition.

www.businessinsider.com/sony-mobiles-global-brand-advertising-campaign-2015-4
Advertising strategy
Theme/appeal
Copy/dialogue
Music
Visuals
Model/spokesperson
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