Defining Advertising Goals for Measured Advertising Results

Pioneered by Russel H.Colley in 1961

Planning and control tool. To establish a link between ad goals and results.

Goals may pertain to sales , image, attitude and

awareness.

 Persuade a prospect to visit a show room and ask

for a demonstration. Build up the morale of the companys sales force. Facilitate sales by correcting false impression, misinformation and other obstacles. Announce a special reason for buying now. Make the brand identity known and easily recognizable. Provide information or implant attitude regarding benefits and superior features of brand.

A Measurable Objective

A conceivable benchmark

Well defined target audience

Fixed time period

 Increase market share of our product by 10%

(Measurable Obj.) Increase market share of our product from the current level of 20% to 30% (Conceivable obj.) Increase awareness of our store from the current level of 20% to 30% among the consumers of product X (Well Defined Target Audience) Increase awareness of our store from the current level of 20% to 30% among the consumers of product X before the launch of product Y which is expected within the next six months (Fixed Time Period)

 Foundations Of Advertising
By S.A.Chunawalla and K.C.Sethia

www.wikipedia.org