Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Chap 007

Chap 007

Ratings: (0)|Views: 3 |Likes:
Published by Niharika Jaiswal

More info:

Published by: Niharika Jaiswal on Mar 21, 2010
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less





Establishing Objectives and Budgetingfor the Promotional Program
 McGraw-Hill/Irwin© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Value of Objectives
Focus and CoordinationFocus and Coordination
They help to orient everyone involvedtoward one, common goal.
Plans and DecisionsPlans and Decisions
They serve as criteria for developingplans and making decisions.
Measurement and ControlMeasurement and Control
They provide the standards andbenchmarks for evaluating results.
Types of Objectives
Marketing Objectives
Statements of what is to be accomplished by theoverall marketing program within a given time period.
Need to be
such as sales volume, marketshare, profits, or ROI.
Need to berealistic, measurablerealistic, measurable andattainableattainable
IMC Objectives
Statements of what various aspects of the IMC programwill accomplish based on communication tasks requiredto deliver appropriate messages to the target audience.

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->