Advertising Objectives – What? How Much? When?
In the second phase of the advertising concept, the advertising objectives are defined. The advertising objectives are derived from the marketing objectives and should be formulated as specifically as possible.
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The advertising objectives should answer the following questions:
- What is to be achieved?
- How much is to be achieved?
- When should the objective be achieved?
We generally distinguish between economic and psychological advertising objectives.
Economic Advertising Objectives
Economic objectives are measurable and relate directly to economic indicators.
Examples:
- Revenue
- Sales volume
- Profit
- Market share
Psychological Advertising Objectives
Psychological objectives relate to the impact of advertising on the customer.
Examples:
- Increase brand awareness
- Improve brand image
- Build trust
- Increase purchase intent
- Strengthen customer loyalty
SMART
To define objectives as specifically as possible, the SMART method is helpful:
- S = Specific
- M = Measurable
- A = Attractive / Accepted
- R = Realistic
- T = Time-bound
A goal should therefore be clearly formulated, measurable, achievable, and tied to a specific deadline.
Example of an Advertising Goal
“We want to increase brand awareness of our product among the defined target audience by 20% within six months.”
Advertising Goals at a Glance
