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The Purpose of Advertising

    The Purpose of Advertising

    Advertising has three primary objectives: to inform, to persuade, and to remind.

    • Informative Advertising creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the attributes and benefits of new or established products.
    • Persuasive Advertising tries to convince customers that a company’s services or products are the best, and it works to alter perceptions and enhance the image of a company or product. Its goal is to influence consumers to take action and switch brands, try a new product, or remain loyal to a current brand.
    • Reminder Advertising reminds people about the need for a product or service, or the features and benefits it will provide when they purchase promptly.
    On the left, a poster portraying a man in a top hat holding a beer and raising a fist. Behind him is a a patterned background featuring pigs and maple leaves. The poster reads Rogue. Voodoo Doughnut. Bacon Maple Porter, Porter brewed with natural flavors. On the right, a poster depicts a bottle of Naked Boosted Green Machine smoothie on a scale with numerous other fruits. The scale says 1. The poster reads, Drink 1 pound of fruit. Do more of what you love. In smaller print, it reads: Whether you're into fly fishing or yoga, Naked Juice has more than enough stuff to keep you going. Our 100% juice helps you do 110% of the stuff you love to do. Now go get 'em.

    Left: Informative Advertising Right: Persuasive Advertising

    White text against a black background that reads simply "Got milk?"

    Reminder Advertising

    When people think of advertising, often product-focused advertisements are top of mind—i.e., ads that promote an organization’s goods or services. Institutional advertising goes beyond products to promote organizations, issues, places, events, and political figures. Public service announcements (PSAs) are a category of institutional advertising focused on social-welfare issues such as drunk driving, drug use, and practicing a healthy lifestyle. Usually PSAs are sponsored by nonprofit organizations and government agencies with a vested interest in the causes they promote.

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