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Communication Objectives of Advertising
Anneke Zwart, Student (University), Netherlands, 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 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.