Communication Objectives of Advertising

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Communication Objectives of Advertising
Anneke Zwart, Moderator
Normally, advertisements have one or more communication goals, which are processes your mind will be going through before purchasing a particular product.
According to Percy and Rosenbaum-Elliott there are 4 communication objectives of advertisements:
1. Need for the category: before buying a particular product, a person must be interested in the product category, at least to some extent.
2. Identification of the brand: in order to buy a particular good, it is necessary to be able to identify the brand of the product. Two types of brand identification exis...



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