This sounds pretty obvious and I still chuckle today when I recall seeing my first boss in the ad business sitting in client presentations drawing circles in the air with his fingers saying you can’t have objectives this big (large air circle) and a budget this big (small air circle). So simple and so true but the OBJECTIVES discussion really needs to focus on what can be achieved and what can be measured relative to your advertising program. There are plenty of measurable objectives that ultimately impact brand preference and sales but they require smart planning and a budget to achieve.

  1. Brand or Product Awareness levels
  2. Ad Message Recall levels
  3. Call to distinct 800# or specific salesperson
  4. Email for more information, newsletter sign up or offer
  5. Click thru to website or distinct URL
  6. Social Media engagement metrics
  7. Satisfaction survey ratings
  8. Coupon or offer redemptions
  9. Attendees at events/shows