Marketing Management, 16th Edition

Setting the Communication Objectives

Setting the objectives of a communication campaign involves three key decisions: defining the focus of company communications, setting communication benchmarks, and determining the communication budget. We discuss these decisions in more detail in the following sections.

Defining the Focus of Company Communications

A communication objective is a specific task and achievement level to be accomplished with a specific audience in a specific period of time.4 We classify communication objectives according to whether they aim to create awareness by informing the target audience about the offering, to build preferences by persuading the audience of the benefits of the offering, or to incite action by nudging the ...