Answer to Question 1
Marketing communications objectives are formal statements that represent concrete and precise desired states of affairs articulated at the marketing communications level. Marketing communications objectives are usually stated in terms of increases in brand awareness, learning about the benefits and costs of the brand, establishing positive attitude or liking toward the brand, and inducing trial purchase.
Answer to Question 2
Corporate objectives are formal statements that represent concrete and precise desired states of affairs articulated at the corporate level. Corporate objectives are usually stated in terms of sales, market share, profit, and cash flow in relation to a given strategic business unit (SBU).
