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Step 8-Develop marketing and advertising objectives for your campaign*. Your objectives have to specify a target group you are planning to reach and a timeline, and they must be realistic, achievable, and measurable (S.M.A.R.T.).
Allocate two to three sentences to describe your marketing objective and advertising objective (two to three sentences per objective).
Note that your advertising objective should be logically connected to your marketing objective. For example: If you want to maintain the same British Petroleum’s market share in North America after the oil spill in the Gulf of Mexico (marketing objective), you would plan to change attitudes toward British Petroleum among petroleum buyers in the U.S., Mexico, and Canada to more favorable (attitude change advertising objective), OR to reach pre-oil spill attitude level (attitude change advertising objective), OR to make a positive association between BP and caring for environment (image association advertising objective). If you want to increase the number of subscribers to a new Hulu Horror Plus service among American horror movie lovers to 15%, you would want to introduce a new Hulu Horror Plus service to American horror movie lovers (gaining awareness advertising objective, “new news” advertising objective), OR to convince American horror movie lovers to try a new Hulu Plus service (brand trial advertising objective). If you want to increase the sales of new $1.00 McDonalds meals among young men ages 18-25 in Michigan to 7% by January 2019, you would want to introduce $1.00 McDonalds meal deals to young males ages 18-25 in Michigan (gaining awareness advertising objective, “new news” advertising objective).
You only need to state one advertising objective. The examples above provide multiple directions your campaign could take depending on how you would want to achieve the marketing objective.
* Remember that media planners usually work with marketing and advertising objectives stated by marketing and account management/planning teams. For the purpose of this assignment, you are asked to identify those on your own. First, you will learn how to distinguish among marketing, advertising, and media objectives. Second, you will practice how to set your media objectives based on advertising and marketing objectives.
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