Advertising target

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Advertising goal referred to in the advertising a state at a advertised object to an advertiser is (or the client ) by means of one or more advertising campaigns at a defined target group trying to achieve.

Advertising goals according to Paul W. Meyer

Basic functions and goals of advertising

According to Paul W. Meyer , a pioneer of German market research after the Second World War , advertising has four basic functions and goals:

function target
Notice Certain degree of awareness of the advertised property
information Certain level of knowledge or information about the factual properties of the advertised object
Image building (or attunement) Certain positive attitudes , opinions or beliefs about the advertised object
Action trigger Certain actions for an advertised object

Advertising Objectives Hierarchy

The stated advertising goals build on one another. For example, the addressee of an advertising measure can only gain a positive attitude towards the advertised object if he knows (or believes he knows) the essential properties of the object (in the interests of the advertiser), which in turn presupposes that he knows about the existence of the object.

Derived advertising goals

Advertising goals such as "increasing sales ", "expanding the customer base " or "reaching a certain market share " are ultimately always attributable to the advertising goals mentioned above.

Update

The topicality of a brand (the brand) should be achieved by influencing the consumer through advertising .

If an offer (the brand ) is perceived by the consumer as an accepted alternative and thus taken into account in the purchase decision, it is up to date. Updating is therefore a goal of influencing advertising. Positioning through topicality is a primary advertising goal and is of strategic market importance when both emotional and cognitive involvement is low, i.e. H. The needs and information for the consumer are trivial. Updating as an advertising goal is derived from the theory of agenda setting . The strong mental presence of the brand is the characteristic of the update, which is reflected in the active awareness (recall test) of the brand.

Advertising that evokes updates is a must

  • stand out,
  • focus on the brand (frequent contacts with the brand name) and
  • be memorable and easy to remember.

See also

Remarks

  1. ↑ Examples of advertised objects are companies , non-profit organizations , brands , products , services , business locations or tourism regions .
  2. ↑ This includes in the broad sense, measures of public relations ( PR ).
  3. ↑ Meyer originally spoke of advertising serving to “initiate sales” (Paul W. Meyer: The advertising success control. Advertising income, advertising expenditure, advertising economy ; Düsseldorf and others (Econ) 1963, p. 181 ff., Without ISBN). This function can in turn be divided into the following four sub-functions (Paul W. Meyer: Die machbaren Wirtschaft , especially p. 59; see bibliography).
  4. ↑ Examples of such actions of the conclusion of are buying , - service - work - or lease , as making a donation or similar, the inaugural one.. Volunteering , joining a petition or similar, requesting a.. Product sample , a mail order catalog or newsletter , participate in a contest , the sharing of a postal address or e-mail address and word of mouth .
  5. ^ Strategy and technology for advertising an offer, Kroeber-Riel, W./Esch, F.-R., 6th edition, Stuttgart, 2004, [1] Gabler Verlag (editor), Gabler Wirtschaftslexikon

literature

to Paul W. Meyer:

  • Paul W. Meyer: The feasible economy. Basics of marketing ; Essen (Girardet) 1973, v. a. P. 59, ISBN 3-7736-4600-3 .
  • Claus Holscher: sales initiation ; in: Paul W. Meyer, Arnold Hermanns (ed.): Integrated marketing functions. Sales, procurement and public relations ; Stuttgart u. a. (Kohlhammer) 1978, v. a. Pp. 62-67, ISBN 3-17-004703-5 .