Specifying Your Marketing Objective

A key step in advertising development is specifying the marketing objective for the advertising. That is, what do you want the advertising to achieve?  Do you want it to increase brand awareness, attract new customers, increase brand loyalty, encourage add-on purchases, motivate people to switch from competitive brands to your brand, increase frequency of use, reinforce ongoing use, etc.?

As an example, the marketing objective for Hallmark’s brand insistence advertising campaign in the mid 90’s was very simple and tactical: to get consumers to flip the card over and look for the brand name on the back cover.

Make sure the objective is quantifiable and measurable.

During your brand positioning work, you should have developed the brand promise including identification of the brand’s relevant differentiating benefit.  Next, augment the brand promise with proof points or reasons to believe. 

Proof points may include the following:

•    Product features and attributes (including the design itself or its formula or ingredients)
•    Performance features, statistics and research results
•    Performance guarantees
•    Service claims
•    Side-by-side comparisons
•    Third party endorsements

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