Answer to Question 1
Setting objectives is an organizational task involving three key processes: (1) identification of one or more objective dimensions, (2) identification of the measures used to gauge outcomes related to each objective, and (3) identification of the desired level and time frame associated with each objective dimension.
Answer to Question 2
Using marketing communications objectives addresses the following concerns: (1) Without marketing communications objectives, a company cannot determine the effectiveness of a marketing communications campaign; (2) Without specific marketing communications objectives, the marketing communications manager is not likely to know what marketing communications tactics or programs to use; and (3) Without marketing communications tactics, the marketing communications manage cannot figure out an optimal budget to develop a marketing communications campaign.
