Advertising Goal Not Always for Conversion
Advertising goal is conversion but they do in several steps. Lucky is not always happened. Therefore, ads slowly lead the target market step by step. Starting from introducing brands to build trust and recognition, then followed by delivering product benefits to encourage sales transactions. Here are the levels of targets the ad wants to achieve.
Advertising to introduce the brand (awareness)
This ad, for example, suggests that a brand is good, honest, responsible, expert and fun. Ads tell a story that a brand is an expert in some way. It does not mean to say the person behind the brand is an expert but shows his knowledge that he is an expert. If you sell acne medication, he tells about skin diseases, medicinal ingredients, and so on. When selling furniture, he shows his expertise about various types of wood and how to choose the best wood.
Another example is cigarette advertising Needle 76 story funny thing. The ad tells the story of the couple who travel in the mountain, then the man fell on the cliff. Jin appears to offer help, that will grant one request. In fact, the woman asked for skinny, did not ask to help her partner. Adorable. In the ad, there is no story of cigarettes at all. The ad only conveyed the 76th Needle Cigarette branding along with entertaining stories. What does the advertisement say? Needle 76 is good, entertaining you. There is no protrusion of the needle benefit 76. There is no threat that if a needle is smoked 76, we will achieve evil. Just an entertaining story, and it’s good. Later we conclude that the cigarette produced by Needle 76 is also part of the good. That’s a good cigarette. That’s the conclusion that advertisers expect. This kind of advertising if in advertising, the name of soft selling ads, free translation smooth promotion.
If on facebook ads, ads for the purpose of introducing this brand is on the leftmost column, the consciousness column. It’s your choice of marketing goals provided by Facebook. It is a series of buttons on Facebook ads to pick a destination. Check here https://web.facebook.com/ads/manager/creation/
Technically, it does not mean if your ad is a smooth promotion, it means choosing the target brand awareness and pushing the brand and brand awareness target. You can fine-tune ads with targets in the awareness, considerations and conversions columns. You can spread ads on Facebook ads in the awareness, considerations, and conversions as well.