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Establish advertising goals and "advertising purposes" in advertising planning

The advertising goal is what the advertising is to achieve. Due to the different tasks of the company, its specific objectives are also different. From the perspective of giant view, there are three types of advertising goals: the goal of creating a brand, the target of a brand of advertising, and the target of competing advertising. From a micro perspective, Mr. Ni Ning thinks that it is commonly used. There are 13 types of advertising goals:
First, strengthen the promotion of new products so that new products can quickly enter the target market.
Second, expand or maintain the current market share of products.
Third, strengthen the visibility of enterprises or products to match personnel sales activities.
Fourth, introduce new uses of new products or new uses of used products.
Fifth, it is a preparatory contact for customers who are inaccessible to the salesman.
Sixth, strengthen the impression of the brand and trademark of advertising products.
Seventh, it plays a suggestive role at the sales site to promote direct purchase behavior by consumers.
Eighth, increase the consumer's goodwill towards the company and build a corporate image.
Ninth, helping consumers confirm that their purchasing decisions are correct and beneficial.
Tenth, correct the wrong impression of the company or product and the inaccurate rumors to remove the obstacles.
Eleventh, extend the season of use of the product or increase awareness of the use of the product and the multi-use of the product.
Twelfth, to persuade potential consumers to go to the sales site, improve their awareness of advertising products, and enhance purchasing confidence.
Thirteenth, expand the influence, strengthen the momentum, and encourage the morale of the sales staff and other personnel.
The advertising goal should ultimately specify specific indicators, such as audiovisual rate, awareness rate, etc., in order to check the effectiveness of the advertising. See Ni Ning, Chen Yu: "Advertising Fine Point", China Building Materials Industry Press, March 1996 edition, p. 19.
In the development of advertising goals, indicators and requirements should be specified as much as possible, such as the "advertising purposes" in Taiwan's "Coca-Cola" project:

According to the sales targets indicated in the demographics, our advertising purposes are:
First, the general public has learned that "Coca-Cola" has been listed in Taiwan.
Second, the "Good Coca-Cola" quality features are deeply rooted in the hearts of the people.

Another example is the "advertising purpose" in the "vigor 28" advertising plan:

After this year's advertising campaign, in the eyes of consumers in the Pearl River Delta, the popularity and goodwill of the vitality 28 was initially established, and it was able to gain a foothold in the Guangdong detergent market and divide the market with high-power.

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