Introduction to advertising strategies

COMMUNICATION OBJECTIVES

Often when we think of advertising, we just think of great ads that make us laugh or engage us in some manner. We tend to judge ads by these simple criteria.

However, a far more powerful way to look at advertising is by understanding that advertising is a communication task, with specific communication objectives, and therefore we need to understand how communication works.

• The starting point is an audit of all the potential interactions target customers may have with the product and the company. For example, someone interested in purchasing a new computer would talk to others, see television ads, read articles, look for information on the intranet, and observe computers in a store.

• The marketer needs to assess which experiences and impressions will have the most influence at each stage of the buying process. This understanding will help marketers allocate their communication budget more efficiently.

• To communicate effectively, marketers need to understand the fundamental elements underlying effective communication.

• On the basis of the communication importance, there were eminent personalities who made the communication models, which help a marketer to understand, how he should go about communicating his product to the target audience.

• All these communication models are centered on the three stages of the buying behaviour of consumers.

• The three stages are:

1. Cognitive stage

2. Affective Stage

3. Behaviour stage