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What are communication objectives?

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Quick Answer

In a marketing sense, communication objectives constitute long-term goals that seek to increase the value of a brand over time. Contrary to short-term sales promotions, communication objectives prove successful when marketing campaigns convince customers that a brand has qualities they truly want or need.

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Increasing awareness stands as the most common type of communication objective. It involves alerting the public that a brand or company exists. This typically involves commercials or ad prints that consistently reinforce a brand's name.

Changing a brand's perception is another type of communication objective. Advertising helps a company directly address any negative perceptions that might have developed within a market due to scandals or accidents.

Another key objective lies in influencing a customer's purchase intent. Persuasive advertising, in which an emphasis on a brand's superiority to a competitor's occurs, can resonate with an underlying need or desire that a customer exhibits when they act.

Two other communication objectives that work in tandem are stimulating trial purchase and driving customers to switch brands. Stimulating trial purchase involves offering a free trial to customers or a product sample. This works by removing any risk involved with a product, while simultaneously offering a customer experience with said product. This ideally leads to a follow-up purchase and ultimately a customer's switching of brands. Comparative advertising pits brands against each other and helps to illuminate advantages that one possesses over another, potentially driving a customer to switch brands.

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