Question

Describe the objectives of advertising.

Explain any three objectives of advertising.

Answer 1

1. To Introduce New Products: Producers and traders advertise to inform customers about the availability of a new product and its salient features. They seek to develop a good image of the new product and persuade consumers to buy it. An attempt is made through advertising to create a demand for the new product or service.
2. To Sustain Demand for Existing Products: Advertising aims at maintaining demand for an existing product in the face of growing competition. The purpose is to increase sales by informing consumers about the new uses of existing products, about improvements made therein, about benefits available, etc. Advertisements are used to induce potential buyers to buy the product.
3. To Build Brand Preference: Repeated advertisements are used to develop preference for a particular brand. Brand loyalty helps to yield repeat sales in the long run. Advertising continuously reminds consumers about the superiority of the brand. A brand image and customer's loyalty are so created that customers will not like to switch over to other brands.
4. To Eliminate Middlemen: Businessmen use advertisements to send their messages far and wide. They can establish direct contact with customers, thereby eliminating middlemen. Elimination of middlemen helps to reduce prices for consumers.
5. To Educate Consumers: Though the main purpose of advertising is to sell something, advertising is also used to educate consumers in better living and about proper use of products which helps to increase the utility of products to consumers.
6. To Support Dealers: The purpose of advertising is also to assist dealers and sales-persons. Advertisements inform consumers and pave the way for the visit of salesmen. Advertisements carry details of dealers where the product is available.
7. To Build Goodwill: Another objective of advertising is to build the reputation of the enterprise. Regular advertisements help to create a good impression in the minds of customers. Special gifts, discounts, etc., during off-seasons can be announced through advertisements.