Sales vs Communication School of objective setting in advertising

1926 Words Dec 31st, 2013 8 Pages
The sales and communication school of objective setting has created much debate amongst academics and advertising practitioners. This essay aims to critically discuss this debate listing examples of objectives each school wish to achieve and explain how the product life cycle informs objective setting with examples of products at certain stages in the life cycle.
Advertising is one part of the promotional mix. A firm can also promote its product or services through public relations, personal selling, direct marketing and sales promotion. Advertising objectives are set in line with overall promotional and marketing objectives which in turn relate to the overall corporate objectives of the organisation. Objectives in any organisation must
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Whan Park et al gives reason as to why this is, “Measuring advertising effectiveness from sales figures is difficult to justify both conceptually and in a measurement sense due to the myriad of possible intervening factors which may also have influenced sales.” (Whan Park et al, 1988 p.130). Other factors that influence sales are price, distribution, packaging, product features, competition and consumer tactics. A few potential communication objectives highlighted by advocates of the communication school such as Batra include, brand awareness, brand attitude, associated feelings with brands and brand purchase intention. He highlights the methods by which a firm would research the effectiveness from an advertising campaign such as surveys and questionnaires. In each school of objective setting, different approaches are taken. The main approach recorded and discussed by advertising experts in the communication school of objective setting is the DAGMAR approach.
Russell Colley wrote the book Defining Advertising Goals for Measures Advertising Results in
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