Wednesday, March 3, 2010

Advertising objective


Advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time (Kotler p. 358). The Uniqlo's (A Japanese fashion brand) advertisement is a good example of Informative advertising, which is used heavily when intoducing a new product category (Kotler 358): It is strictly using its advertisement to inform the market about its presence in the United States.

The photo shows the advertisement of UNIQLO at Soho district in New York before its first store opened there. As it is visible from the photo, the advertisement only includes a company logo, a URL, and a sentence saying "open 2006 fall". The advertisement does not persuade anything, nor does it remind anything. By keeping its advertisement minimal, UNIQLO is building strong presence in the viewer's mind. This is because this advertisement's goal is to let the viewer know about a brand called UNIQLO: the primary goal is to create awareness in the people's mind.


Shogo Okuda
Section G

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