How Do you - Assess Advertising Objectives

The bottom line of all advertising is a very obvious one – to attract customers and to increase sales.

Many small business advertising, however, is wasted on the “shotgun approach” because it does not focus on the company’s best prospects. Those prospects are the customers who are ready, willing and able to buy the products or service right at that time.

Once you have identified your target market, then you must be clear on what you want your advertising to achieve.

Some specific objectives of your advertising could include:

• Developing the recognition of your brand name.
• Enhancing the overall image and name of your business.
• Increasing the usage of the products you currently sell so that new sales are generated.
• Creating new customers
• Generating more enquiries from new as well as old customers.
• Promoting new products that replace outdated products.
• Increasing the size of future orders.
• Creating new sales leads through response advertisement, coupons, and toll free numbers, etc.

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