A petroleum company undertakes an advertising campaign to inform citizens about the firm's environmental efforts. Similarly, an automobile manufacturer might undertake informative advertising about vehicle care or safe driving. The main goal of informative advertising is to help consumers make their own informed decisions. The purpose of the trial objective is to encourage customers to make an initial purchase of a new product. Companies will typically employ creative advertising strategies in order to cut through other competing advertisements. Continuity advertising is a strategy to keep current customers using a particular product & to build consumer loyalty. Companies subscribe to this advertising objective when they want to get back former users of their product brand. Generally speaking, advertising is the paid promotion of goods, services, companies and ideas by an identified sponsor. Whereas marketing aims to identify markets that will purchase a product or support an idea and then facilitate that purchase, advertising is the paid communication by which information about the product or idea is transmitted to potential consumers. More specifically, there are three generic objectives of advertisements: communicate information about a particular product, service, or brand, persuade people to buy the product, and keep the organization in the public eye. Advertising usually seeks to find a unique selling proposition (USP) of any product and communicate that to the user. Effective advertising will stimulate demand for a product and build brand equity and brand franchise. When enough brand equity is created that the brand has the ability to draw buyers, it is said to have brand franchise.
Advertising by pharmaceutical companies[/i][/b]
Pharmaceutical companies are bound by governmental regulations on the disclosure of information related to side effects in their advertising and promotional literature. All drug advertising must be submitted to the Food & Drug Administration for content approval before public airing. The packaging of ethical drugs always includes a product insert sheet which details the chemistry, usage and possible known adverse side effects from the use of the drug. Depending on the type of advertising, the informative message can be longer or shorter. In print, pharmaceutical companies are required to purchase additional advertising space to print the major portions of their product insert. In television, an announcer's voice-over will rapidly list known side effects. The advertisers need to keenly plan the advertisement campaign, planning the entire ad taking into consideration the legal requirements, also visualizing the effect of ad on the audience etc. [/i]