Expert: Peter Gabany - 2/21/2006

Question
What are the advertising objectives?

Answer
I'm not sure? This is typically dependant on what the brand manager or clients wishes to achieve with his/her advertising.

We use a format called who, what, what?

They represent three primary questions – Who is it that we are speaking to. In short - who is the target market. What is the demographic and psychographic profile of this group. Typically it is gender specific, age range, house hold income, education, geographic location, are they home owners or renting, do they own a car or not? All specific profiles that will allow the advertising to be created to reach a specific group of consumers.

What - What do they currently think of the brand or company or service? They are the worst, the best, the undisputed leader? They are slow/fast? The machine is trendy, retro, old fashioned?

This allows us a perspective of prospective problems or hurdles to overcome.

And the last what - What do we want them to think as a result of the advertising? They have changed? Gotten better? They have more people so their repsonse time will be faster?

This helps to set up our ad strategy as it helps to develop the objective. Please note - advertising is best implemented when there is only ONE objective - such as increase trial of a product or retrial - i.e.: Corn Flakes - taste them again for the very first time.

I trust that this will assist you.

Pete