Conditions - Objectives

4 important questions on Conditions - Objectives

Is likability or market share a (relevant) objective?

No, both are no objectives.
* The value of ad likeability is conditional on the situation and it makes no sense to use likeability as an objective.
* When setting objectives, you should not aim to defeat competition, ignore competitor's actions when setting objectives.

What is important to achieve comprehensive objectives?

They should consider all stakeholders who might be affected by an ad.

* Stockholders: increase profits and value of stock.
* Customers: helps them find better products, reassures them their decisions were sensible and increases their enjoyment in using a product.
* Distributors: help, not harm them with the campaign.
* Employees: staff morale/employee turnover?
* Community: visual or noise pollution caused?

Objectives should be explicit, challenging but achievable, why?

Well-specified objectives increase motivation and improve performance.
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Why should objectives be measurable?

Enables advertisers to assess the success of a campaign. Progress should be assessed in quantitative terms that specify the period over which they will be achieved.

The question on the page originate from the summary of the following study material:

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