Marketing 2014 17th Edition by William Pride,Ferrell

Exercise 1

An organization must define its objectives carefully when developing an advertising campaign. Which of the following advertising objectives would be most useful for a company, and why?
a. The organization will spend $1 million to move from second in market share to market leader.
b. The organization wants to increase sales from $1.2 million to $1.5 million this year to gain the lead in market share.
c. The advertising objective is to gain as much market share as possible within the next 12 months.
d. The advertising objective is to increase sales by 15 percent.