Exercise: Setting marketing objectives
The nature of the business objectives an advertiser has doesn’t change if they are advertising online vs. offline. The web is just part of the media mix, and although it can satisfy more marketing needs than any other media, it’s...
The nature of the business objectives an advertiser has doesn’t change if they are advertising online vs. offline. The web is just part of the media mix, and although it can satisfy more marketing needs than any other media, it’s still important to be precise about what the needs are.
The closer that media sales and media planning teams can get to the true marketing objectives, the more effectively they can do their job of designing the right campaign strategy, crafting the right media schedule and selecting the right formats.
Types of objectives
To recap, marketing objectives typically fall into three categories
• Brand objectives
• Acquisition objectives
• Retention objectives
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