Advertising: Objectives and Tactics

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Table of Contents

Abstract
Introduction
Objectives

Abstract

Effective communication is one that reaches its target audience and produces the desired results. This paper will review three objectives belonging to both motivational and informational objectives and the tactics that will be used for each objective to reach as many people as possible.

Introduction

In communication especially public relations communication, the objectives have to be clearly identified. Objective in this case means the end result or goal of a campaign. Different types of objectives include output objectives, impact or motivational objectives, informal objectives, attitudinal objectives and behavioral objectives. Its important to have an overview of what the different objectives are before classifying the objectives in question.

Output objectives deal with the media while impact or motivational objectives are designed to have a specific impact on the target public. Informal objectives mainly deal with message exposure. They help in increasing the absorption of the message among the public or target audience. Attitudinal objectives on the other hand are aimed at swaying the target audiences attitude while behavioral objectives are meant to influence the audiences behavior to suit the campaign.

The tactics that will be employed for each objective will be done on the backdrop of many considerations based the nature of the intended change, the target public, the outcome to be achieved, the amount of change desired and the target timeline date for achieving the outcome.

Objectives

Making the public aware of a new product

Enlightening the public on a new product is an informational objective. The public needs to absorb all the information. For a new product to acquire loyalties in an already existing market, loyalties need to shift. Tactics have to focus on price quality and knowledge availability. Knowledge availability will be given emphasis here. Different tactics can be used to pass the message across. Advertising in the media, planning a product day in the community and launching a promotion testing the target audiences knowledge on the product will the tactics to be employed.

Advertising

Its important to note that the product is new to the public and therefore advertising in the media will have an immediate wide reach within the target market. The media here include electronic and print. Television, radio and the internet will be the primary electronic outlets while brochures and newspapers will form the majority of print media to be used.

Product day

Arranging a product day which may run simultaneously on different places will aim at distributing free samples of the products so that the people may have a first-hand feel of the touted advantages.

Product knowledge promotion

The promotion testing knowledge of the product will ensure people internalize all the available information on the product. These tactics acknowledge that fact that the product that is being introduced is new and therefore maximum exposure is necessary to curve a sizable niche in the market.

The above tactics are achievable because all that is needed are the resources to drive the message in the most creative way possible. These tactics are as real as they can get because they aim at interacting with people, which is a primary objective of any campaign that has any chance of success.

The media is going to play a critical role in ensuring the achievement of these tactics. Monetary resources will be required to achieve the tactics. Use of credible media and prime time advertising will ensure the maximum reach of the targeted audience. The difficulty will be experienced in the competitive bidding of prime time advertising that is normally a preserve of moneyed campaigns. Shifting loyalty from existing products will also be a challenge considering the skepticism that accompanies the entry of such products into already established markets.

The success of informational objectives is always difficult to achieve. However, the response from the public will be used as the main parameter of success. Communication channels will be put in place to capture the feedback from the public and effectively the mood and feeling towards the campaign and the product. From the feedback, more positive sentiments will signify the success of the tactics while excessive negative sentiments will show limited success.

Position an art museum as a major community asset

This is an informational objective. The campaign will be aimed at increasing awareness of the economic importance of the museum in the community. The campaign will aim at increasing comprehension and absorption of the message that the preservation and development of the museum is a worthy call.

The local community will be the target audience while the increased appreciation of the museum as a potential income generating economic entity in the community will be the ultimate aim. While it is a tall order to have everybody onboard appreciating the museum, it is important to work towards having the majority of the community contributing to its survival. The timeline for accomplishing the educational drive will not be fixed rather will be gradual.

A community undertaking like sensitization of people on the usefulness of a museum to the community will require closer interaction with the people and the tactics have to reflect that. Such tactics include distribution of booklets with information on successful community museum projects; involvement of the leadership of the community in championing the usefulness of the museum, asking the community to forward different ideas on how to turn the museum to a major community asset.

Booklets

Booklets will target the literate members of the community. Booklets and brochures are normally distributed through the mail. They will be enlightened on the importance of the undertaking. Information about other successful community museums in other parts of the country or world will persuade the people to change their attitude.

Advantages of such a commitment by community members will be emphasized. Besides economic gains like increased revenue from tourism, the community will be informed on how community museums in other parts of the world have helped preserve the culture and heritage of different peoples. Such information is likely to find favor with the learned members of the community.

Involving the leadership

In all communities, whether modern or traditional, leaders have a way of communicating with their people. This will be one of the tactics that will be employed by the campaign. People are likely to obey their leaders, and such a suggestion will face little resistance, considering its coming from the people they trust. Leaders will champion the idea of transforming the community museum to a major economic asset, and they will emphasize the benefits that the community stands to gain.

Involving the people

Involving the community members will ensure maximum participation of the members. This will also help in determining the success of the campaign. People will be encouraged to suggest the way forward on the sustenance of the museum. This way, the response from the public will give a good indication on the extent to which he message has sunk among the public. Apart from gaining communally from the undertaking, people who may have an interest in art will find an opportunity to gain personally.

The above tactics aim at reaching every community member. The small jurisdiction that they target is one of the factors that were taken into consideration. The tactics are real in such away that they will not need many rthe esources to implement while at the same time, they will reach virtually all members of the community. Success will be determined based on how many people come forward to give suggestions on how to improve the community museum.

Increase the number of volunteers in the DFW community

This is an impact objective whose outcome will be measured on the number of volunteers that will join the DFW community. The tactics that will be involved in this particular campaign will focus on appealing to the people and capturing their conscious of sympathizing with the cause of the DFW community. Its important to note that people with the right personality traits and subjective dispositions are in a better position to volunteer.

Tactics of recruiting volunteers include face-to-face, recruitment, targeted recruitment, and broad-based recruitment tactics. The above tactics will target different people of different demographic features. Different age groups will have different motivations of why they would like to join the DFW volunteer movement. This will comprise the main content of the persuasion message.

Face to face recruitment

The community will be alerted of recruitment days where, the would be volunteers will met and register as DFW members. This will also double up as a public relations exercise. Recruiters, who will be leading the campaign, will be longtime members who will be very knowledgeable on the history, and future plans of the organization.

The recruiters will emphasize on the benefits that one will stand to gain from joining the organization. Besides, they will distribute written materials like brochures and magazines that will offer a more detailed account on the importance of joining the organization. Application forms will be distributed to the every person who attends to maximize chances of more people joining.

Targeted recruitment

This will target specific demographic groups like families, youth or teenagers and senior citizens. Families will be encouraged to volunteer as one unit. This will be done through visitations by recruiters. Families will be allowed to do volunteer time at their own convenience while the age limit will be lowered to accommodate the youngest members.

The youth will be targeted through their schools through the community work programmes. Emphasis will also be given to youth organizations like girl guides and boy scouts. Recruitment will also be done through parents especially via parents associations. Interested teenagers will also be use to influence their fellow youth to join. Senior citizens will also be encouraged to join and volunteering will be packaged as a good pastime activity.

Broad based recruitment

This will involve a mini media advertising campaign. Potential volunteers will be reached through news releases and other social events as will be necessary. Distribution of written materials about the organization will take place in large scale.

Netting, as many members as possible, will be the primary aim of the recruitment exercises. These tactics will focus mainly on interaction with people who are potential volunteers. Any chance to meet them and share the idea will be a perfect opportunity, and the meeting tactics achieve that. Success will be measured based on the number of people who will attend the recruitment drives and those that.

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