Advertising Objective

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Definition: Advertising Objective

The objectives are the tasks which the advertising is supposed to accomplish within a restricted time frame. The objective usually also defines the target population on which the change has to be bought. Their main objectives are

  1. Trial- Convince a new user to start using the desired product or service.
  2. Continuity- Help the firm to maintain hold on its existing consumers by constantly upgrading itself according to their changing needs.
  3. Brand Switching- Convert a competitor’s customer into the firm’s customer.
  4. Switch Back- Help bring back the company’s earlier customers who have switched to competitor’s product.

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