Marketing communication: principles and practice

Figure 14.2
Advertising formats
Source
: Based on Leiss 
et al
., 1986

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ADVERTISING OBJECTIVES, STRATEGY, 
AND TACTICS
The purpose of an advertisement is to build a particular impression of a brand
and/or to produce sales – in a particular situation. Thus, it must be seen,
read, or heard by those among whom influence is desired, and, as a result,
these people should come to think that the claims made are, at least:
important, exclusive, pleasant, believable, interesting, understandable.
Advertising can remind us to keep buying, reassure us that the things we
like are acceptable (socially), and direct us to a specific brand. Theorists are
increasingly sceptical of the power of advertising to persuade or brainwash.
Brands are now a trusted part of our lives, therefore emotional appeals tell
us that the brand advertised will make us feel good (the pleasure principle).
Advertisements can be entertaining, especially when not overly repeated,
although costly repetition is widely used in the USA, but the impact on sales
and profits has not been universally proved to be positive. Today, advertising
is accepted as just one step away from propaganda (see Box 14.3).
Advertising objectives
To say that we want to advertise in order to sell products is, on the one
hand, obviously sensible. On the other hand, it is a gross simplification of
what is a complex human activity. So for what reason might we go to all of
the trouble of planning, designing, and executing an advertising campaign?
Some aspects of human cognition and action that we may wish to affect in
a progressive sequence are represented by Figure 14.3.
The long-term objective is to influence those people whose decisions and
actions determine corporate performance. This is brought about by
establishing a distinctive and memorable identity for the product.
Advertising must be ‘upsetting’ if it is to be effective. By this I mean that
advertising (and sales promotion) is used in trying to get people to do
something that they might not have done otherwise.