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88Promotion Planning And TechniquesREASONS FOR SETTING OBJECTIVES
Various reasons could be given for setting of objectives, most common reasons are:
- Provision of linkage for plans and operations
- Usage as standards for evaluating operations
- Monitoring of activities performed within each operational division.
- Provision of a basis for coordination within the company.
- Provision of the means for control of operations.
GUIDELINES FOR SETTING EFFECTIVE PROMOTION OBJECTIVES
Promotion, such as advertising and publicity programmes must have clearly stated objectives for each
promotion tool to be used in the promotion mix. These are some guidelines for setting effective
promotion objectives:
- SET OBJECTIVES BASED ON RESEARCH DATA: They should be built on a solid
foundation of research. The product features consumers want to buy should be exposed
and stated in terms of benefits to them. - OBJECTIVES SHOULD BE CONCRETE AND MEASURABLE: They should be stated
in factual and measurable terms. Objectives should not be vague or open ended because
such do not help evaluations and planning.
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