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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- Spring '12
- Accounting, sales objectives, activities advertising planners