Thursday, March 4, 2010

Advertising Objectives (Informative Advertising)

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

13 comments:

  1. Embedded system training: Wiztech Automation Provides Excellent training in embedded system training in Chennai - IEEE Projects - Mechanical projects in Chennai Wiztech provide 100% practical training, Individual focus, Free Accommodation, Placement for top companies. The study also includes standard microcontrollers such as Intel 8051, PIC, AVR, ARM, ARMCotex, Arduino etc.

    Embedded system training in chennai
    Embedded Course training in chennai
    Matlab training in chennai
    Android training in chennai
    LabVIEW training in chennai
    Arduino training in chennai
    Robotics training in chennai
    Oracle training in chennai
    Final year projects in chennai
    Mechanical projects in chennai
    ece projects in chennai

    ReplyDelete
  2. Very nice post here and thanks for it .I always like and such a super contents of these post.Excellent and very cool idea and great content of different kinds of the valuable information's.
    Oracle Training in Chennai

    ReplyDelete
  3. Inspiring writings and I greatly admired what you have to say , I hope you continue to provide new ideas for us all and greetings success always for you..Keep update more information..

    rpa Training in Chennai

    rpa Training in bangalore

    rpa Training in pune

    blueprism Training in Chennai

    blueprism Training in bangalore

    blueprism Training in pune

    rpa online training

    ReplyDelete
  4. Superb. I really enjoyed very much with this article here. Really it is an amazing article I had ever read. I hope it will help a lot for all. Thank you so much for this amazing posts and please keep update like this excellent article. thank you for sharing such a great blog with us.
    java training in marathahalli | java training in btm layout

    java training in jayanagar | java training in electronic city

    java training in chennai | java training in USA

    selenium training in chennai

    ReplyDelete
  5. It's interesting that many of the bloggers to helped clarify a few things for me as well as giving.Most of ideas can be nice content.The people to give them a good shake to get your point and across the command
    python training in chennai
    python training in Bangalore

    ReplyDelete
  6. This is most informative and also this post most user friendly and super navigation to all posts... Thank you so much for giving this information to me.. 
    DevOps online Training|DevOps Training in USA

    ReplyDelete
  7. Wonderful bloggers like yourself who would positively reply encouraged me to be more open and engaging in commenting.So know it's helpful.
    Blueprism training in Chennai

    Blueprism training in Bangalore

    Blueprism training in Pune

    ReplyDelete