Communication Objectives of Advertising

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Anneke Zwart
Student (University), Netherlands
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 exist: 2a. Recognition: a person recognizes the brand at the moment he or she is purchasing. 2b. Recall: a person identifies the brand on his own, before purchasing it. 3. Brand attitude: of course awareness of the brand is not sufficient. For a purchase to occur, one must have a positive attitude towards the brand, otherwise the product will not be bought. 4. Brand purchase intention: I think Id like to purchase (...) Read more? Sign up for free


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