One of the reasons many companies fail to set specific objectives for their advertising and promotional programs are that they fail to recognize the value of doing so. There are several important reasons for setting advertising and promotional objectives:
Direction: Advertisement objectives are essential because it helps the marketer to know in advance what they want to achieve and to ensure that they are proceeding in the right direction. Pin pointing the ad objectives also helps in making one’s goals real and not imaginary, so that effective ad programmes can be developed for meeting the objectives .it also guides and controls decision-making in each area and at each stage
Communication: Objectives provide a communication platform for the client, the advertising agency account executive help coordinate the creative team members and the efforts of copywriters, media specialists, media buyers and professionals involved advertising research. The advertising programme must also be coordinated with other promotion mix elements within the company. In fact many problems may be avoided if all the concerned parties have written objectives to guide their actions and serve as a common base for discussing related issues
Planning and Decision Making—Specific objectives can be useful as a guide or criterion for decision-making. Advertising and promotion planners are often faced with a number of strategic and tactical options in areas such as creative, media, budgeting and sales promotion. Choices among these options should be made on the basis of how well a strategy or tactic matches the promotional objective.
Measurement and Evaluation of Results—A very important reason for setting specific objectives is that they provide a benchmark or standard against which success or failure of the campaign can be measured. When specific objectives are set it becomes easier for management to measure what has been accomplished by the campaign