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Communications and Advertising Objectives
A common source of difficulty or inaccuracy is the very easy confusion between two kinds of objective: marketing communications. If the chairman says to the advertising manager, ‘Our sales are down. Go out and do me a £20,000 advertising campaign to sell 10,000 more units by early summer’, this is likely to lead to confusion between the two kinds. Marketing or corporate objectives specify what the whole organisation is setting out to do, often expressed in commercial terms: to sell X amount of goods to achieve Y amount of turnover or income to gain Z percentage share of the market to achieve some sort of profit return. These are not in themselves communication goals. They are wider than that. Communications or advertising objectives set out to state what the advertising is required to do in its own terms, which is usually a particular kind of effect on a selected target audience, such as: to create awareness to build demand to create a favourable opinion to bring in customer enquiries. It does not
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