Sales As An Advertising Objective

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Many marketing managers view their advertising and promotional programs from a sales perspective  and  argue  that  sales  or  some  related  measure  such  as  market  share  is  the  only meaningful goal for advertising and thus should be the basis for setting objectives. They take the position that the basic reason a firm spends money  on  advertising and promotion is to sell it s products  or  services.  Thus  they  argue  that  any  money  spent  on  advertising  should  produce measurable sales results.

 

 

Example:

 

There are many companies of low involvement products like confectionery and sweets whose  advertising  objective would  be solely  of sales.  However over the time even  these companies have realized that sales cannot be the sole objective of advertising, ad building a brand and establishing a favourable attitude towards the brand is also important.

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