Setting objectives for advertising
- 1 March 1976
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 10 (3) , 109-126
- https://doi.org/10.1108/eum0000000005040
Abstract
Investigates the use of advertising in marketing and its effectiveness. Suggests the establishment of objectives by setting a market share goal, determining the percentage of the market to be reached and agreeing the necessary budget. Looks into the difficulties of implementing this practice. Presents a list of advantages, main considerations and general areas of objectives and evaluations for this practice. Concludes that the advertising objective can be evaluated for its degree of achievement.Keywords
This publication has 1 reference indexed in Scilit:
- The Hypothesis of a Hierarchy of Effects: A Partial EvaluationJournal of Marketing Research, 1966