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:

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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

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2 Comments
  1. Trackback

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