Companies probably put up their resources in advertising their brands and products since they know that what they are spending will surely find its way back to their coffers through more lead and sales. Every brand owner has some goals and objectives in his mind for his business to generate sales and flourish regardless of limits of time, season and trends.
Email Last Updated May 3, 2: Do you want to generate leads or encourage brand switching? In addition, the results should be measurable so that you can be sure the campaign is worth the investment. Advertising success should certainly be measured, but there may not be a direct correlation between advertising and sales.
Advertising may generate a large number of leads, as well as increase consumer awareness of your products, but the sales force may not be able to convert those leads to sales. You have to judge how much your advertising is boosting Magazine advertising objective and how much it is boosting potential.
Should I judge my advertising agency solely by the results they deliver? The trend toward judging agencies on measurable results has been driven partly by direct marketing agencies that claim to be driven by results and partly by the desire of marketing executives to increase accountability.
Some agencies have gone so far as to base their fees on results rather than charge traditional agency fees.
Results are dependent on many aspects of marketing; for example, an agency could claim that it has no control over the performance of your sales force or your product quality. It is essential, therefore, that you agree on a definition of success.
Just keep in mind, as one advertising agency put it, that there should be quantitative and qualitative measures—which should be set jointly.
Since my advertising budget is limited, can I set different objectives for the same advertising campaign? An effective campaign has a single focus with a specific measurable result. By mixing objectives, you may achieve only part of the outcome you want.
Advertising may have many purposes, so identify a specific objective for a specific campaign. A campaign may be designed to do the following: Identify Measurable Objectives To insure that your advertising campaign delivers results, your objectives should be translated into precise, measurable targets, as in the following examples.
Consumer Product target market: For example, to raise awareness of its new range, one company advertised in special interest consumer magazines designed for its target audience.
Advertisements included the telephone number of an information line. Editorial articles in the same group of publications backed up the advertising by providing more detailed information for consumers.
Awareness on its own will not sell products, however; if this is your objective, you must integrate your campaign with other elements of your marketing. Likewise, awareness among the general public is very different from awareness in a small, specialized market, so you should be clear about whom you are trying to reach.
This type of advertising is important when research shows low awareness of product benefits, if your products have recently been improved, or if you need to counter competitors who have introduced products with similar or better benefits. The phrase "perception is reality" definitely applies in advertising.
Generate Leads The purpose of some types of advertising is to provide leads that can be followed up by a field sales force or telemarketing team.
Sometimes, customers or prospects have a complex decision- making structure and you cannot identify the decision makers. Advertising that generates inquiries can identify the right people and open the door for the sales team. It can also be used to identify prospects in new market sectors in which you do not have an established customer base.
Finally, this type of campaign can generate leads for agents, distributors, or retailers who handle your local marketing.An advertorial is an advertisement in the form of editorial content.
The term "advertorial" is a blend (see portmanteau) of the words "advertisement" and "editorial." Merriam-Webster dates the origin of the word to In printed publications, the advertisement is usually written to resemble an objective article and designed to ostensibly look like a legitimate and independent news story.
When it comes to magazine advertising, most people think of the large, glossy, national publications full of big brand advertisers.
And it may seem like your own business doesn't belong alongside. No matter the medium, one the basic tenets of media planning is developing your campaign objective so that it dictate the tactics.
Based on this goal, a marketer or agency can more easily determine whether digital is the best media choice to explore. 11 Types of Advertising Objectives posted by John Spacey, August 29, Advertising objectives are the goals of advertising messages and campaigns.
Objectives are used to craft messages, define target audiences and measure results. The following are common types of advertising objective. Jun 29, · Companies have many objectives when advertising their products and services.
These objectives vary according to their industries, available distribution channels . This is a short-term goal and objective of brand advertising campaign planning is getting attention from targeted audiences using highly readable print in the different brand advertisements, color, figures, and pictures can also attract the attraction of the audiences.