How to Establish the Objectives of an Advertising Campaign

Advertising is one of the 5 major tools used by companies to communicate and persuade the buyers and other targeted audiences. Advertising can be defined as any form of non-personal presentation and promotion of ideas, goods or services paid by a well defined sponsor. Those who spend money on advertising are not only companies, but also museums, social and professional organisations, who promote ideas and principles.The process of making a decision in advertising consists of 5 steps: setting goals, administrating the budget, conceiving the message and assessing the advertising efficiency. Advertising users have to define clear objectives, establishing whether the role of advertising is to inform, to persuade or to refresh the customers’ memory. Advertising budget is usually determined according to the company’s expenses, based on a percentage of sales or depending on the objectives that the company aims to achieve.In developing an advertising program, marketing managers should always start by identifying the targeted audience and its reasons to purchase a specific product or service. Then they have to make five fundamental decisions, known as “the 5 M”: What are the advertising objectives (mission)? How much can be spent (money)? What message can be sent (message)? What media should be used (media)? How should the result be evaluated and followed up (measurement)?Advertising is very important both for companies and customers. Customers have the possibility to learn more about the products available on the market, in order to choose the most advantageous product.After establishing the advertising objectives, the company can proceed to develop the advertising budget for each product. The role of advertising is to determine an upward trend in product demand. But how can a company know what is the most appropriate amount of money to be invested in advertising? If a company invests a too small amount of money in advertising, the effort is insignificant and, paradoxically, the company ends by spending more than it was planned. On the other hand, investing too much money is not always the best solution. Some critics claim that big companies producing consumer goods tend to spend excessive amounts in developing advertising campaigns, while those that produce industrial goods spend too little.Setting goals is based on the company’s global marketing objectives. Thus, advertising goals are part of promotional campaign objectives. The main objective of advertising is to obtain a certain change in the audience attitude towards a particular product. Before buying a product, the consumer searches for information about that product. He first uses his experience or appeals to external sources of information (including those provided by advertisers), using (mentally) an assessment system consisting of three psychological levels: a cognitive level, an emotional level and a behavioral level.This individual system of evaluation determines the reaction of a potential customer towards the product. Considering these factors, advertising objectives should cover all three levels.Although the three main levels are strongly connected, their implementation must be done in a certain order. For a good analysis, the company can use several models. Of these, the most commonly used are the AIDA model, The DAGMAR model, the hierarchy of effects (Lavidge / Steiner) model and the Communicational model. Using each of these models allows the company to choose the best advertising strategies.