Module 2

PLANNING AN ADVERTISING CAMPAIGN

SETTING THE ADVERTISING OBJECTIVE

Advertising and promotional objectives are needed
for several reasons.
1. Communications:

Helps in the coordination of the various groups working on the campaign.

Involvement of many people in the planning and development of IMC
program
Advertising and promotional program must be coordinated within the
company, inside the ad agency, and between the two.

2. PLANNING AND DECISION MAKING :

Strategies should be based on established objectives

Objectives can prove to be an useful guide for decision making.
Specific promotional objectives provides guidance to IMC plan
Choices made related to selecting media, allocating the budget and other
creative options should be made according to the firms promotional
objectives.

3. MEASUREMENT AND EVALUATION OF

RESULTS
Objectives provides a benchmark against which the success or failure of

campaign can be measured.

Without objectives, it is quite difficult to determine what the firms
advertising and promotion efforts accomplished.

SALES VERSUS COMMUNICATION OBJECTIVES

SALES ORIENTED OBJECTIVES
LOT MANY MANAGERS CONSIDER SALES AS A MEANINGFUL

OBJECTIVE FOR ACHIEVING PROMOTIONAL PROGRAM.

MANAGERS COMPARE RETURN ON INVESTMENT (ROI).
DETERMINING SPECIFIC RETURN ON ADVERTISING AND

PROMOTION IS OFTEN QUITE A DIFFICULT TASK.

AS A RESULT MANY MANAGERS HAVE INCREASED THEIR EFFORTS

TO MAKE AGENCIES MORE ACCOUNTABLE.