Advertising aims to inform, persuade and remind. Its specific objectives are building awareness, introducing new products, educating customers, creating preference, changing perceptions, increasing sales, reminding and retaining customers, supporting sales staff and dealers, building brand image, countering competition, reaching new segments and building goodwill. DAGMAR (Colley, 1961) ties these to measurable goals.
Amul has run its topical “Amul girl” ads since 1966, commenting on news, cricket and films. Few of those ads ask anyone to buy butter today. Their aim is to keep the brand top of mind and liked, so that when people do buy, they reach for Amul. Every advertisement has a job like this, and naming that job before writing the ad is the difference between advertising that works and advertising that just costs money.
In 1961, Russell Colley set out this idea in his DAGMAR model (Defining Advertising Goals for Measured Advertising Results): set specific, measurable communication goals, then judge the ad against them. Here are the main objectives of advertising. For its features, see features of advertising.
The Three Broad Aims
| Aim | When used | Example |
|---|---|---|
| Inform | New product, new feature, price change | Launch ads explaining what a new app does |
| Persuade | Competitive markets, building preference | Comparative claims, demonstrations |
| Remind | Mature, well-known brands | Festive reminder ads for sweets and soft drinks |
12 Objectives of Advertising
1. Build Awareness
Make the target audience know the brand or product exists.
2. Introduce New Products
Explain what a new product is and why it matters.
3. Educate Customers
Show how to use a product or why a category is useful, such as ads explaining mutual fund SIPs.
4. Create Preference
Give reasons to choose your brand over others.
5. Change Perceptions
Correct a misunderstanding or reposition the brand.
6. Increase Sales
Drive immediate action through offers, urgency or clear calls to action.
7. Remind and Retain
Keep loyal customers buying and reduce switching.
8. Support the Sales Force and Dealers
Make it easier for salespeople and retailers to sell.
9. Build Brand Image
Create associations of quality, trust or status.
10. Counter Competition
Respond to a rival’s launch or claim.
11. Reach New Segments
Extend the brand to new customer groups or regions.
12. Build Goodwill
Corporate and social messages that build trust in the company itself.
Matching Objectives to the Buyer Journey
| Stage (DAGMAR) | Objective | How to measure |
|---|---|---|
| Awareness | Be known | Recall and recognition surveys |
| Comprehension | Be understood | Message take-out |
| Conviction | Be preferred | Brand preference, consideration |
| Action | Be bought | Sales, leads, clicks |
Related: principles of effective advertising and factors affecting media decisions.
