Why should I advertise
Objectives and functions of advertising
General objectives of advertising
- information: Advertising should inform the customer about products, innovations and quality features.
- motivation: Advertising should motivate the customer to purchase a product or to deal with the product more closely (e.g. for newcomers to a market).
- socialization: The aim of advertising can also be to convey values to members of a target group. Examples are campaigns like no power on drugs or campaigns to raise awareness about AIDS.
- Reinforcement: Another aim of advertising can be to encourage customers who are motivated to purchase a product in their decision. It is also important to reinforce the "post-purchase advertising". In this form of advertising one tries to give customers as many arguments as possible that they have made a good purchase decision in order to remove possible doubts about the purchase decision.
- entertainment: A certainly peripheral, but not insignificant goal can be to entertain customers. In the foreground is certainly the attempt to prevent target group members from evading the advertising measure through avoidance behavior (switching, scrolling, ...).
Market-specific goals of advertising
- Introduction of a product
- Assertion against competing products
- Expansion of market share
- Assertion of market leadership
The strategies that are linked to the individual goals differ fundamentally. For example, a market leader will not care much about persuading customers to make precise comparisons. It is enough for him if the buyers orientate themselves on the brand name. However, a newcomer is absolutely dependent on the customer becoming aware of the advantages that the new product brings with it compared to the established products (see excursus: brand management).
Further goals of advertising measures are of course possible. The aim can be to create a certain image for a party (e.g. competence in the field of economic issues, ...) or to support the election of a politician. Many other goals are conceivable. In order to determine the success of an advertising measure later, the goals should be formulated as specifically as possible.
Felser, G. (1997). Advertising and Consumer Psychology: An Introduction. Heidelberg: spectrum.
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