Goals of Advertising

Question 1

Advertising definition

Answer 1

Non-personal, paid form of spreading awareness of your G&S to your target market

Question 2

5 goals of brand advertising

Answer 2

1. Brand awareness
2. Brand trial
3. Brand preference
4. Brand reminder
5. Brand repositioning

Question 3

1. Brand Awareness

Answer 3

• For new G&S
• Consumers become aware of brands of they see or hear an ad for it
• The consumer has to know about the G&S before they can make a decision to buy it
• Ads that focus on awareness often begin with “introducing” or “presenting”
• Ex. Slapchop

Question 4

2. Brand Trial

Answer 4

• Any ad with a coupon/sample attached to it
• If a consumer tries and likes the G&S, they’ll probably purchase it
• Effective but expensive;
• Ex: perfume strips in magazines
• Ex: McD’s coupons in the mail

Question 5

3. Brand Preference

Answer 5

• These ads convince consumers that their G&S has a greater value
• Such ads often use statements such as “most popular” or “number one” or “recommended”
• Often use endorsements by celebrities
• Ex: Oral B and Colgate (“used by dentists everywhere”)

Question 6

4. Brand Reminder

Answer 6

• These ads are used when older brands face new competition
• Such ads often mention the traditional aspects of the brand, the consumer may try a new product but will always come back to the original
• Such brands focus on nostalgia and reliability
• Ex: Coca-cola Classic

Question 7

5. Brand Repositioning

Answer 7

• The marketers of some G&S look for new target markets
• Ex: Vegas - from gambeling to entertainment (shows, restaurants, chopping, clubs, etc)
• Old Spice - Old men cologne to body wash, deodorant, etc. for younger men