MARK432 Lecture Notes - Lecture 6: Polskie Radio Program I, Absolut Vodka
16 Sep 2016
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Establishing objectives for the promotional program: lecture objectives. Aids communication between all groups working on a campaign. Guide the design, development and implementation of the imc plan. Provide a benchmark against which the success or failure of the promotional campaign can be measured. Marketing objectives are statements of what is to be accomplished by the overall marketing program within a given time period. Problems with using sales objectives to measure promotional e ectiveness. Problems in achieving sales objectives could be a result of: The e ects of advertising on sales are not always immediate and occur over an extended time period. Sales objectives o er little direction to those responsible for planning, developing and executing the promotional program. Generate leads for sales reps to follow-up on. You can set behavioral objectives; however, they should not be used to evaluate the e ectiveness of a promotional program. Your primary communication objective comes from your positioning strategy.
