Knowing the goals of advertising, you can create an effective program for promoting a product, which means that you can fully recoup the costs of its promotion, attract the attention of customers and win a stable position in the market.
To understand and realize the purpose of advertising, it is necessary to imagine what kind of object it is. Promotion is an important element of a marketing strategy developed by an enterprise in order to strengthen its market position. Advertising is not just an attempt to attract attention, but also a method of investing. Properly formulated goals of such a program, well-chosen methods to achieve the desired - the guarantor of the effectiveness of the project. Having unsuccessfully defined goals, there is a high risk of losing large sums without the slightest benefit for the company. In the worst case, serious losses are possible, including loss of reputation, creating a bad image in the eyes of customers.
Experts recommend creating a promotion strategy, focusing on 4 basic advertising goals - this approach has been tested over the years and has proven its effectiveness. They include:
- creating a need;
- increasing the information base;
- shaping the image of the product with the consumer;
Where to start?
The first purpose of advertising is to give the consumer an understanding that he needs the proposed product. The communication effect, through which the buyer realizes the need for a product, is the way that allows you to create a primary demand. Creating a need correctly is an especially important task when promoting a product that belongs to one of two categories (or both at once):
- exceptional innovation;
- goods that are not vital, essential.
If a company focuses on making products that are not needed by the general population, you need to be prepared: consumption will not become regular. The main purpose of advertising in this case is to remind the potential client of the existence of the product and the need to purchase it.
If the produced object for its industry is a novelty that has no analogues, you need to be aware that the potential buyer simply does not yet know that he needs this offer. It is important to convey to him the features of the product and the benefits that a person will receive by possessing it. The marketing strategy will have to be directed to shaping the need, stimulating the client's curiosity. Advertisers need to invent approaches that would make a potential customer want to buy a product.
Maximum information - good result
One of the main goals of advertising and views is to provide the customer with a body of knowledge about the product.However, there are also disadvantages. Information is conveyed, first of all, about the category of goods, while an associative chain with a specific manufacturer is not created. If a company is forced to compete with other companies that have more resources, produce a huge variety of items that have been on the market for longer, it is highly likely that the consumer, realizing the need for a product category, will turn to the well-known competitor, and not to the products of the new company.
Choosing the main marketing goal of advertising to create a need for a category, you will have to take responsibility for the formation of a culture of consumption. The enterprise will have to teach the client how to use the product correctly, appropriately, explain where, how often it needs to be done, what methods to use. Forming a need in a category is a campaign aimed at simultaneously promoting a product and raising the level of public awareness. To some extent, this is an educational program. To successfully implement it, you will have to invest a lot of money and time. The advertising campaign will drag on for a long time, otherwise it will simply not be possible to convey large amounts of information to the client. Within the framework of the program, it is necessary to explain the essence of the category, the features of the product, to form a logical connection between the category and a specific manufacturer.
Everyone should know about us
The purpose of advertising is to inform the audience about the brand. At the same time, the task of the company is to decide in favor of the strategy. There are two options for abilities that can be stimulated in a client:
- remember promoted product;
- learn the product.
Each of them has its own unique features, which means it requires different approaches. The ability to recognize a product at the time of purchase involves stimulating the buyer, who saw the advertisement, to correlate the store assortment with previously acquired knowledge. Recall suggests that the brand will come to the mind of the client at the moment when he realizes that he needs a product from the branded category.
Sometimes both directions are the goal of advertising an enterprise, but the most effective approach is considered to be such an approach when for each direction the optimal channel of interaction with the buyer is chosen. By running two advertising campaigns in parallel, you can configure each of them as flexibly as possible, which means you will get a good response.
Friend or foe?
When considering what the goals of advertising are, it is imperative to pay attention to the aspect of the relationship of the client to the brand. A product is not just a set of qualitative and quantitative parameters, but also an image, associations, images. The task of the marketing strategy is to create in the mind of the consumer a clear relationship between the product and the life situation, style, level of everyday life of a potential client. Any advertising campaign involves the formation of consumer attitudes towards the brand. In some cases, this goal is the main one, but sometimes it becomes secondary. They choose based on the realities, the specifics of the situation.
Possible goal of advertising is to form the characteristics of the image in relation to the promoted productpositions. If the images are already ready, you will have to work on strengthening them. In most cases, they focus on:
One of the goals and functions of advertising is to promote a product and encourage a potential customer to purchase it. It so happened that many equate the initiation of intention with the buyer with the very fact of the acquisition, which is fundamentally wrong. Intention is just a mood, confidence in the need to conclude a deal. Based on the results of contact with the marketing message, the buyer must decide for himself what he wants, wants; make sure that the time has come to purchase the presented product.
Purchasing intent is not the main goal of advertising, although for many it is extremely important. At the same time, there is a large selection of examples where the stimulation of the decision to conclude a deal was not included at all in the list of advertising goals by marketers. This goal is most relevant when a firm needs to encourage a customer to make a trial purchase.
Nuances of the problem
The goals and objectives of advertising are, first of all, the promotion of a product, the result of which will be an increase in demand for it, an increase in the volume of transactions. But everything is not so simple. Any modern person, feeling himself an object of external influence, seeks to resist it. When it comes to advertising, the product is perceived as imposed. The marketing strategy is regarded by many as an attempt to interfere with private life, thereby violating freedoms and rightsa person related to his will, expression of will, the ability to choose and dispose of his opinion, means. The purpose and task of advertising is not only to draw attention to the product, but also to do it as correctly as possible so as not to provoke a negative response to the offer.
According to numerous studies, at present, many do not pay attention to advertising in print media at all, and during a block of such ads on radio and television, turn off the sound or switch to another channel. Specialized studies on this issue were carried out by American scientists. It turned out that most of all in residential areas of cities water is consumed at the time of commercial breaks. The cost increases if high-rated programs are shown on television, and the commercial breaks of the channels are synchronized with each other.
However, even an attention-grabbing advertisement conveyed to the viewer may be ineffective. Among those who read and listen to such announcements, many are prejudiced against all information provided by manufacturers. Viewers believe that there is no truth in advertising messages, literally not a word can be trusted. There is another logic of thinking: the worse the product, the more actively you need to praise it, which means that advertising is a clear indicator of low quality.
Psychology and Promotion
One of the purposes of using advertising in fact is to covertly control the masses. Open methods have long proven themselves ineffective, pressure on the layman leads to strong resistance, so you need to look for moreefficient methods. The task of a marketer is to identify the processes that control the decision-making of the target audience, develop a strategy that would help control them.
If an advertising campaign is aimed at deep impact, it will work well even with a simple form. But the conscious argumentation, which is customary to resort to, has proved to be ineffective: a person tries to comprehend the message, compares it with existing knowledge for truth, and then analyzes his needs about the proposed product. By the end of this chain, many have already forgotten what initiated it.
Consciousness is an exceptional human feature, and it is the influence on it that allows the manufacturer to achieve the desired response from the client. As part of training in marketing tricks, advertising goals, the concept of consciousness is always considered in detail, since it is thanks to this feature that a person’s behavior becomes reasonable, aimed at a specific goal, due to an understanding of the laws and rules that control the world around. Consciousness makes it possible to think about actions before committing them, plan an action strategy, formulate goals, needs, strive to achieve them, assuming the final result.
The purpose of advertising for the consumer is ideally to provide information in such a way that a person perceives the information, realizes it and makes a decision that is fully consistent with the interests of the manufacturer. In practice, many marketing campaigns are builtat the expense of trying to impose an opinion on the client - and such rarely end in success. When making a decision for the client, you should not expect a positive reaction from him. The buyer will never believe that the seller knows better than he, how much and what product is needed, how to use it and what benefits can be obtained through it. More than once, world-famous advertising specialists have appealed to those interested - do not consider the buyer a fool. Underestimating the client is a direct path to losing him.
Goals, means of advertising are selected and formulated in recognition of the fact that the buyer knows what he needs, what he wants to buy, what he intends to buy. Psychologists specify: although most people know what they need, few think about why they want it. Covert management marketing specialist allows the client to realize the desire to purchase the product. This is the approach that produces the best results.
Hidden control does not provoke a negative response from the client. The addressee believes that it was he who made the decision to conclude the deal, there was no imposed opinion from the outside. The initiator of such a program is the creator of the advertising campaign, the addressee is the client, the consumer. The most promising methods currently are channels that affect the subconscious of a potential client. Psychologists are convinced that it is the subconscious that is responsible for making the final decision regarding sympathy, trust in the product, its presentation.
And ifmore details?
Information for the purpose of advertising, according to professionals, should first be conveyed to the subconscious. This term is used to denote such processes occurring in the psyche that a person is not aware of, does not suspect them. The most effective method of interacting with the human subconscious is through visual and audio channels. For a marketing campaign to be effective, you need to pay special attention to these two factors.
Within the framework of hidden control, it is customary to talk about a masked influence, while the goals of this are hidden, first of all, from the addressee. An idea is brought to the fore that looks attractive to the client, and, therefore, allows him to consciously make a decision, to which the program as a whole was directed.
When developing such a campaign, you need to be able to separate the target audience and the general mass of layers that consume the advertising product. In the first case, we are talking about those who can buy the product, the second group is everyone who can hear the advertisement.
TA - percentage of the population, with a high degree of probability capable of making a promoted purchase, transaction. The success of any promotion project depends on the correct definition of the target audience and the choice of such communication technologies that will most effectively cover this group. To identify the target audience, it is customary to analyze general indicators - gender, age category, interests. But you should not expect that the target audience will become 100% consumers of products - it is extremely rare to create a program that would allow you to convey data to everyonestakeholders.
Hidden control: where to start?
Since the primary purpose of online advertising, whether in print, visual or audio format, is to stimulate acquisition, a manufacturer must understand who its customer is when developing an attention-grabbing strategy. To do this, you need to collect as much information about him as possible. The more accurate the idea of the consumer, the easier it is to manage. When planning a sale, you need to analyze all the information about the client and the product. It will not be superfluous to organize observations and research. Responsibility for them lies with the marketing departments.
Knowing the characteristics of the client, it is possible to determine the target of influence, that is, the desires and needs, the focus on which will allow the manufacturer to sell the product. By targeting them, it is possible to stimulate the client's decision making. Sometimes the targets are universal, for example:
- desire to be successful;
- pursuit of comfort;
- awareness of superiority;
- feeling of self-worth;
- he alth.
You can resort to base desires, aggressiveness, instability - such targets also take place. It is allowed to tempt the client with power, money, appeal to his desire for fame. It is important to do this in a way that does not create a negative impression of the product.
Using everything available
To make it easier to achieve the goal of an advertising campaign, you can use baits. These are the tools through which the marketer attractsthe attention of the client, leaving behind the scenes the fact of management, that is, the consumer does not understand that his actions are under strict control.
In psychology, there is one important concept that has found its application in advertising. We are talking about attraction, which originally denoted the phenomenon of attraction of one individual to another. At the same time, an attractive image is formed, due to which a person begins to trust the one to whom he is drawn. Applied to advertising campaigns, attractions have become a tool to lull the customer's vigilance.
Using these approaches, you can divert attention from the main goals pursued by marketers, but influence the buyer, stimulating behavior that is beneficial for the enterprise. Attraction involves the formation of location. It has long been known that a company that is trusted has a higher volume of transactions - this is an expressive example of attraction. Sometimes it is formed as a result of long-term functioning in the market, but it can be achieved by various tricks - compliments, the behavior of commercial characters, the appearance of products.
Step by step
The purpose of social advertising and selling is to stimulate action on the part of the addressee of the program. The steps described above are only a preparatory part, while compulsion is the center, the "heart" of the program. It is necessary to analyze all the information about the product and the audience, to understand what methods of presenting information will be the most effective, what psychological tricks are applicable in a particular case.
Creating a strategy, formulating optimal images for presentation and promotionproduct, do not forget about semiology, semiotics. This term is used to designate a science that considers means, images interpreted by a person. Signs and systems, codes are the foundation for the formation of a marketing company. Using well-chosen sign systems, there is no doubt that the addressee will correctly understand the message of the information block, correctly decipher it and receive an adequate incentive. To write a program correctly, one must not only imagine what the client is like, but identify oneself with him. The so-called semiotic triangle was developed, which is actively used by marketers around the world today.
Latest technology and new channels
As can be seen from statistical studies, the radio is mainly listened to by people of mature and old age, and not everyone has TVs at home, and those who have them do not often turn on the equipment. Among all channels of communication with the outside world, the Internet is gradually becoming the most important and relevant for modern inhabitants. Through it, you can get information about what is happening, get acquainted with the novelties of the cultural world, and purchase goods. Of course, the Internet is a huge space for advertising a wide variety of products, and not only commercial ones. Currently, the World Wide Web is a field for both conventional and social advertising. Its purpose in any of the options is to stimulate the user to take some action.
The simplest method of promotion is the use of SEO technologies. But do not forget about the individual characteristics of the case.An advertising campaign should be formulated based on the goals pursued by the customer. So, if the buyer is looking for a product to order immediately, the retargeting program will not be useful, it simply will not work to “catch up” with the client. But for products that require a long selection, this option is suitable.
Possibilities are many
Through the Internet you can reach huge audiences. It is important to be able to choose the right one for which advertising is designed. The hardest thing is for those whose offer demand has not yet been created. To ensure maximum performance, experts advise simultaneously resorting to different types of advertising, combining audio messages, visual images and text blocks. Social networks should not be neglected - in recent years, they have become one of the most important tools for advertising company products on the Web. At the same time, the ability to select the target audience allows you to reduce costs, since you do not have to pay for the presentation of advertising to those users who are not interested in it by default.
One of the goals of a virtual marketing campaign is to make the brand recognizable and memorable. To do this, you need to cover the audience as fully as possible, that is, vague criteria are set for targeting. The task of the advertiser is to provide visibility, that is, the video promoting the product should be seen by really numerous potential buyers.
Another aspect is increasing loy alty. In recent years, websites have become widespreadusers can post their opinions about products and services. The popularity of such resources has led to the fact that reviews of the company's activities, the quality of its products are the first things a potential buyer is looking for. If a company does not track opinions about it on the Web, and competitors are “on the alert”, there is a high probability of losing reputation, which is quite possibly completely unreasonable. One of the goals of the advertising campaign is to prevent such an oversight and take action if loy alty is declining.