Setting objectives for advertising

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.

Citation

Corkindale, D. (1976), "Setting objectives for advertising", European Journal of Marketing, Vol. 10 No. 3, pp. 109-126. https://doi.org/10.1108/EUM0000000005040