Seminar 3 Discussion 2

Seminar 3 Discussion 2 - accomplished(O’Guinn et al 2008...

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Seminar 3 Discussion 2 Due: Monday Points Possible: 25 Discussion Thread 2: Advertising Plans Describe the three activities advertising planners do to prepare for the development of sales objectives. What role does each play in the process? Three activities advertising planners prepare for the developing sales objectives is to establish a quantitative benchmark, specify measurement methods and criteria for success, and also specify a time frame. Objectives for advertising are measurable only in the context of quantifiable variables (O’Guinn, Allen, & Semenik, 2008 p. 271). Benchmarking is the systematic measurement of business performance against an outside group or competitor. Through benchmarking, a company uncovers gaps in its performance which become areas to target for improvement. It’s important that the factors being measured to be related to the objectives being
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Unformatted text preview: accomplished (O’Guinn et al., 2008, p. 271). Planners need to be aware of what it takes to get to the success of the product or service. Delivering a successful project starts with taking a step back and the problem or opportunity that swift the project. The success criteria are the quality of the completed job and specifics how the goals are met. Objectives for advertising should include a statement of the period of time allowed for the desired results to occur (O’Guinn et al., 2008, p. 271). For example direct response is a shorter time frame then achieving brand awareness which takes longer. Focusing on communications objectives allows advertisers to consider a broad range of strategies. Reference O’Guinn, T., Allen, A., Semenik, R. (2008). Baker Online: mkt202 – advertising. Mason, OH: Cengage Learning....
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