• AWARENESS
To create awareness, customer interest or desire.
• SALES
To boost sales (moving the demand curve to the right).
• LOYALTY
To build brand loyalty (or to maintain it at the existing level).
• LAUNCH
To launch a new product, service or initiative.
• PRODUCT PERCEPTION
To change customer attitudes – perhaps trying to move a product more “upmarket” or to dispel some widely held perceptions about the product.
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• SUPPORT
To support the activities of the distribution channel (e.g. supporting a “pull” strategy).
• BRAND BUILDING
To build the company or brand image..
• CUSTOMER ASSURANCE
To reminds and reassure customers.
• COMPETITION
To offset competitor advertising – businesses may defend market share by responding to competitors’ campaigns with their own advertising.
• PUBLIC RELATIONS
To boost public standing: companies can boost their public standing with advertisements that link them with generally approved campaigns such as care for the environment.
• ATTRACT LEADS
To support the sales force – advertising can make the job of the sales force easier and more effective by attracting leads from potential customers and perhaps motivate them by boosting the profile of the business.
