Types of advertising


Objectives of Advertising



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ADVERTISMENT

Objectives of Advertising

  • The fundamental purpose of advertising is to sell something – a product, a service or an idea. In addition to this general objective, advertising is also used by the modern business enterprises for certain specific objectives which are listed below :
  • To introduce a new product by creating interest for it among the prospective customers.
  • To support personal selling program. Advertising maybe used to open customers’ doors for salesman.
  • To reach people inaccessible to salesman.
  • To enter a new market or attract a new group of customers.
  • To light competition in the market and to increase the sales as seen in the fierce competition between Coke and Pepsi.
  • To enhance the goodwill of the enterprise by promising better quality products and services.
  • To improve dealer relations. Advertising supports the dealers in selling he product. Dealers are attracted towards a product which is advertised effectively.
  • To warn the public against imitation of an enterprise’s products.

QUESTIONS

  • 1. What is advertising?
  • 2. Is the purpose of advertisements to give information about products, or is their purpose only to project an image?
  • 3. How truthful do you think advertisements are?
  • 4. Some people complain that adverts stimulate an excessively consumerist society. What do you think?
  • 5. What do you think is the most effective way of advertising something - on TV, the cinema, radio, internet, newspapers or something else??

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