Objective of Advertising

Advertising trying to sell a product. But this is only an initial response to the question. Conventionally advertising is intended to promote the sale of a particular product or service. For this, advertisers have to inform people the product or service. But to inform is not the end goal of most of the advertisement. Experts say that if advertising is successful it result in a sale.

Advertisement appeal to people's emotion, particularly the emotional need for love and belonging, prestige and self-esteem. Manufacturers of luxury and fashion products, for example, frequently appeal to the desire for esteem and prestige. Makers of personal care product on the other hand often suggest that buying their product will enable consumer to experience love and acceptance. It is said that good advertising not only creates favorable condition for a product or service, but also molds rational need on the part of the consumer.

         Whatever might be the manner of appealing in advertising, the sole purpose people to buy a product or services. Without the success in guiding and controlling the buying behavior any advertising effort would be worthless, experts claim.

        Advertisement can be entertaining. In fact, special attempts are done these days to make commercial sufficiently entertaining so that the audiences will have attention to the advertisement. But to entertain is not the primary goal of an advertisement. In fact, entertaining through advertisement is only a means to an end. Some ads promote an institution, such as the Red Cross or the Nepalese Army. In such case their purpose is simply to improve the image of institution doing the advertisement. But sometimes such ads are aimed to encourage people to volunteer or donate money or services or to influence behavior.

   Social and Public service ads aim's to public good by creating awareness among the people. Sometimes the advertisement messages do not seek immediate response from the audience. Such advertisement are not prepared with the expectation that consumer would anything immediately upon reading or listening or watching the advertisement. Rather, its chief objective is to deliver information about the trademark. This awareness is aimed to create an impact in the future. In other words, some advertisements seek primarily to gain the audience attention or stimulate interest in hopes that purchase will follow.

         There is no set formula for setting objectives of ad and achieving the success. The manner of ad may differ from organization, from product to product, and from situation to situation. The objectives and strategies are determined by individual circumstances.