Setting+Objectives

= Your business has objectives. = = = = Your communications, any of your marketing and advertising's, need to be expressions of your objectives... = = = = By having a very clear objective for this campaign you will know if you won or not... if you don't, how do you know if you got it right? = = = =Objectives can use the commonly employed SMART criteria to be truly clarified.=

= = =__Specific__ - the objective should state exactly what is to be achieved.= =__Measurable__ - an objective should be capable of measurement – so that it is possible to determine whether (or how far) it has been achieved= =__Achievable__ - the objective should be realistic given the circumstances in which it is set and the resources available to the business.= =__Relevant__ - objectives should be relevant to the people responsible for achieving them= =__Time Bound__ - objectives should be set with a time-frame in mind. These deadlines also need to be realistic.=

= = =A Marcom framework called the Hierarchy of effects reveals that the choice of advertising objectives depends on the target audiences degree of experience with the brand prior to commencing a campaign.=

=Advancing consumers from unawareness to awareness= = = =Creating an expectation= = = =Encouraging trail purchases= = = =Forming beliefs and attitudes= = = =Reinforcing beliefs and attitudes= = = =Accomplishing Brand Loyalty= = = =Maintaining the Brand Evangelists=