Advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Advertising objectives can be classified by primary purpose - whether the aim is to inform, persuade, or remind. (see Kotler, page 358)
Informative advertising is used heavily when introducing a new product category. The objective is to build primary demand. This can be used for (see Kotler, page 359):
- communicating customer value
- building a brand and company image
- telling the market about a new product
- explaining how the product works
- suggesting new uses for a product
- informing the market of a price change
- describing available services and support
- correcting false impressions
Here is an example of how Gibson tried to introduce a new product category, the Gibson robot. The item was new and in order to attract consumers, they did an informative advertising to show the potential consumers how the new guitar technology works. Gibson hopes that if people understand how amazing the robot guitar works, it will build primary demand.
Another example of informative advertising is the new Ipod shuffle. I saw this advertising and the new features of its new control on the headset made me buy this product. This video explains how the new system works (the play/pause, forward/rewind, play list and voice over system).
These two examples illustrate how informative advertising is used when introducing a new product category.
Hendy Kurniawan, section E