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Marketing Basics - Kotler Philip

Setting goals

The first step in the process of developing an advertising program is to set advertising objectives. These tasks may arise from previously made decisions about the choice of the target market, marketing positioning and the marketing mix. The strategy of marketing positioning and the approach to the formation of the marketing mix determine what exactly advertising should do as part of a comprehensive marketing program.

Advertising can pose many specific tasks in the field of communications and marketing3. They can be classified depending on whether the advertisement is intended to inform, exhort or remind. Some of the advertising tasks are listed in table. twenty.

Informative advertising predominates mainly at the stage of conducting goods to the market, when the task is to create primary demand. So, yogurt producers first had to inform consumers about the nutritional benefits and the many ways to use the product.

Table 20

Possible advertising goals

Type of advertisement

Advertising Objectives


Telling the market about a new product or new uses of an existing product + Informing the market about price changes + Explaining the principles of product operation + Description of the services provided + Correcting misconceptions or dispelling consumer concerns + Forming a company image


Formation of preferences for the brand + Encouragement to switch to your brand + Change in consumer perception of product properties + Persuading the consumer to make a purchase without delay + Convincing the consumer to accept a traveling salesman

Reminiscent of

Reminder to consumers that the product may be needed in the near future + Reminder to consumers about where to buy the product + Keeping the product in the memory of consumers during the off-season + Maintaining product awareness at the highest level

Promotional advertising is of particular importance at the growth stage, when the company is faced with the task of generating selective demand. For example, an advertisement for Stauffer’s “lean cuisine” products is trying to convince an audience of consumers who monitor their weight that a new dish, despite its low calorie content, has an amazing appearance and great taste. A part of exhortatory announcements is shifted to the category of comparative advertising, which seeks to affirm the advantage of one brand by specifically comparing it with one or more brands within a given product class4. Comparative advertising is used in product categories such as deodorants, toothpaste, tires, and cars.

Reminiscent advertising is extremely important at the maturity stage in order to make the consumer remember the product. The purpose of expensive Coca-Cola ads in magazines is to remind people of the drink, not to inform or convince them. Akin to it is the so-called reinforcing advertising, which seeks to assure current customers of the correctness of their choice. In advertisements for cars often appear satisfied customers, enthusiastic about one or another feature of the purchased car.