Traditionally, the objectives
of advertising were stated in
terms of direct sales goals. The clearer and more
specific the objective is, the more effectively the ad can be created
and transmitted, and the more satisfactorily the ad’s effects can
be evaluated
later. A better approach, however, is to view advertising as having
communication objectives that seek to inform, persuade, and remind
potential customer of the product or service. Advertising seeks
to condition the customer to have a favorable viewpoint toward the
product and to promote the likelihood that the customer will buy
a particular product or service. A good advertisement may take any
form, but it must accomplish the following goals:
1、Appeal
to the potential customer. The appeal of an ad is
the special significant benefit the product will provide. There
are different appeals to different groups of people. Therefore,
it is imperative
to select the right appeal.
2、form and motivate. An effective
ad should contain all the basic content the customer may want to
know about the product or service. The copy should be able to induce
interest, and an impulse toward the final buying action.
3、Be capable of instant understanding
by the audience or receivers addressed. The advertisement should
be clear and apparent to enable the reader to understand at a glance.
4、Be believable and impressive.
No over-statements or excessive exaggeration
should take place. Such practice will only be counter-effective.
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