Informative, Persuasive, and Reminder Advertising

Advertising should always be in line with promotional and marketing objectives, and the business strategy or mission of the organization.

Learning Objective

Explain different types of advertising; informative, persuasive and reminder oriented

Key Points

Reminder advertising reinforces previous promotional activity by keeping the name of good, service, person, or cause before the public.
Marketers use persuasive advertising to increase the demand for an existing good, service, or organization.
Informative advertising is often used when launching a new product or for an updated or relaunched product.

Terms

differentiate
To show, or be the distinction between two things.
demand
The desire to purchase goods and services.
advertising objective
the goal of the marketing strategy

Example

Coca-Cola is a well-established brand that uses reminder advertising to maintain its position in the market. It brings back past packaging as well as advertisements that go back to the beginning of the brand.

Full Text

Introduction

Advertising objectives should always be in line with promotional and marketing objectives, as well as the business strategy or mission of the organization. Group advertising objectives fall into three categories:

To Inform
To Persuade
To Remind

Informative Advertising

Informative advertising is often used when launching a new product, or for an updated or relaunched product. The objective is to develop initial demand for a good, service, organization, or cause. It is used when a new product is put on the market on when an old product has been re-launched or updated.

Informative advertising will tell the consumer and marketplace about the product, explain how it works, provide pricing and product information, and should build awareness for the product as well as the company. The image of the product and the company should be compatible and complementary. There should be enough information to motivate the consumer to take some sort of action.

Persuasive Advertising

Marketers use persuasive advertising to increase the demand for an existing good, service, or organization. The idea is persuade a target audience to change brands, buy their product, and develop customer loyalty. After the purchase, the quality of the product will dictate whether or not the customer will remain loyal or return to the previous brand.

Persuasive advertising is highly competitive when there are similar products in the marketplace, and products are competing for their share of the market. In this situation, the winning product will differentiate itself from the competition and possess benefits that are superior to, or compete strongly with, the competition. Comparative approaches are common place, either directly or indirectly.

Reminder Advertising

Reminder advertising reinforces previous promotional information. The name of the product, testimonials of past customers, public response, and sales techniques are repeated in the hopes of reminding past customers and garnering new ones. It is used to keep the public interested in, and aware of, a well-established product that is most likely at the end of the product life cycle.

Coca-Cola

Coca-Cola is an established brand which uses reminder advertising.

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