Communication Objectives of Advertising

Advertising
Knowledge Center

Forum

New Topic

Anneke Zwart
Student (University), Netherlands

Communication Objectives of Advertising

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 I’d like to purchase this” or “let’s try this product” are examples of thoughts reflecting the intention to purchase a particular brand. This effect follows from the previous effect, brand attitude.
It is important to mention that these four communication objectives do not necessarily have to be present in each advertisement for a particular brand. While the identification of the brand and brand attitude will always serve as communication objectives, the other two will only be present in particular circumstances. For example, the need for a category will not be part of an advertisement when assuming that that this need already exist.
Source: Percy, L. and Rosenbaum-Elliott, R. (2009). “Strategic Advertising Management.” Oxford University Press.

Start a new forum topic

 

More on Advertising
Summary
Forum
🔥The 5 M's of A
How to Target Top Managers?
Impact of A
Measuring the Effectiveness of Advertisements
Communication Objectives of Advertising
From A to Public Relations?
Different Types of Online A
Event Sponsoring and Small Firms
From Persuasion to Engaging Consumers in 4 Spheres
Theory of Economic Information - Definition of Advertizing Elasticity
Cultural Differences in A
How Much Should you Spend on A? Budget
How to Use Personalized Ads Properly?
Nudity in A and Brand Recall
Sustainable A and Sustainable Marketing
Women in Advertisements
Measuring the Effect of Promotional Marketing
Using Voice-overs in A - You or a Professional?
Best Practices
Deception in A
Special Interest Group

Do you have a keen interest in Advertising? Become our SIG Leader

Advertising
Knowledge Center



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2021 12manage - The Executive Fast Track. V15.8 - Last updated: 4-8-2021. All names ™ of their owners.