Describe the four different types of advertising objectives with examples

Question

What will be an ideal response?

Answer 1

• Informative Advertising: In informative advertising, the organization seeks to acquaint the audience with
important facts about the organization's offering. For example, financial services giant Chase featured television
and radio commercials informing the public of its new QuickDeposit service, where consumers can deposit checks
by taking photos of them using their Apple iPhone or Android-powered smartphone. This type of objective works
well for building brand awareness (by informing the audience about aspects of the brand they might not have
known) and for the introduction of new products and services (by informing the audience about what makes this
new offering special).
• Persuasive Advertising: The persuasive advertising objective attempts to create liking and stimulate purchase of a
product or service. Advertisements comparing one brand with another are popular tactics for this type of objective.
For example, S.C.Johnson ran print ads comparing its Ziploc brand of resealable plastic bags with those of
competitors, demonstrating how the poor seal of the other bags resulted in food spoilage. The objective works well
for building brand preference (by making the audience like the brand more than those of competitors) and brand
attitudes (by reinforcing positive attitudes toward the brand and eliminating negative ones).
• Reminder Advertising: In reminder advertising, the company seeks to stimulate repeat purchase behavior of
products or services already launched in the market. For example, Frontier Airlines sends email messages on a
regular basis to customers, reminding them of the low fares the airline has made available to selected destinations.
The approach works well for situations involving brand loyalty (by asking customers to stay true to their brand)
and long-term sales (by reminding the audience to use the product or service).
• Reinforcement Advertising: The reinforcement advertising objective attempts to convince current purchasers that
they have made the right decision. For example, Bay Alarm security monitoring services provider typically places a
sign reading "Bay Alarm/Since 1946" on the front yard of the monitored property, reinforcing the company's
long-term commitment to security. The objective works well for high-involvement products such as cars (by
congratulating them on purchasing such a fine automobile) and products that require significant knowledge to
maximize their usefulness (by urging customers to read the manual and learn about the product's dazzling
capabilities).