Functions of Objectives

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Sales as an objective can be used for advertising but it is not a wise decision because there are other factors apart from advertising which lead to sales. The effect of advertising may not be immediate and may occur over a long period of time. Factors affecting sales are advertising, Price, distribution, packaging, product features, competition, and consumer tastes.

Planning an advertising involves,

• Clearly defined target segment 
• Analysis of the behavior of the end consumer 
• Defining communication and decision making process 
• Attracting new customers by comparative advertising etc
• Increasing brand loyalty and sustain the brand image

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