Which advertising objective is best suited to building selective demand?

Which advertising objective is best suited to building selective demand?

Which advertising objective is best suited to building selective demand?



When it comes to advertising, businesses have various objectives they aim to achieve. One of these objectives is building selective demand, which involves creating a preference for a specific brand or product among consumers. Selective demand advertising focuses on promoting the unique features, benefits, and qualities of a particular brand in order to differentiate it from competitors and encourage consumers to choose it over other options. In this article, we will explore which advertising objective is best suited to building selective demand.

Creating Brand Awareness

Objective: The objective of creating brand awareness is to introduce a brand to a wider audience and make it recognizable.

Building selective demand often starts with creating brand awareness. By increasing the visibility and recognition of a brand, businesses can lay the foundation for consumers to develop a preference for their products or services. Brand awareness campaigns can utilize various advertising channels such as television, radio, print media, and online platforms to reach a broad audience and generate interest.

Highlighting Unique Selling Propositions

Objective: The objective of highlighting unique selling propositions (USPs) is to differentiate a brand from competitors by emphasizing its distinctive qualities.

To build selective demand, it is crucial to highlight the unique selling propositions of a brand. USPs are the qualities or features that set a brand apart from its competitors. By focusing on these differentiating factors in advertising campaigns, businesses can attract consumers who value those specific qualities. For example, a car manufacturer may emphasize fuel efficiency, safety features, or advanced technology as their USPs.

Creating Emotional Connections

Objective: The objective of creating emotional connections is to establish a strong bond between consumers and a brand.

Building selective demand often requires more than just rational appeals. Emotional connections play a significant role in influencing consumer preferences. By creating advertisements that evoke positive emotions, such as happiness, nostalgia, or empathy, businesses can build a deeper connection with their target audience. These emotional connections can lead to increased brand loyalty and a preference for the advertised brand over others.

Providing Compelling Testimonials

Objective: The objective of providing compelling testimonials is to build trust and credibility for a brand.

Testimonials and reviews from satisfied customers can be powerful tools in building selective demand. By featuring authentic and compelling testimonials in advertising campaigns, businesses can demonstrate the positive experiences of previous customers and build trust with potential consumers. This can be particularly effective when targeting consumers who value social proof and recommendations from others.


In conclusion, building selective demand requires a strategic approach to advertising. While various advertising objectives can contribute to this goal, highlighting unique selling propositions and creating emotional connections are particularly effective strategies. By emphasizing the distinctive qualities of a brand and establishing an emotional bond with consumers, businesses can build selective demand and encourage consumers to choose their products or services over competitors.


– American Marketing Association: www.ama.org
– Forbes: www.forbes.com
– Harvard Business Review: hbr.org
– MarketingProfs: www.marketingprofs.com