4. Now by defining marketing objective managers must be able to translate these objectives into communication objectives. To do this Situation analysis provides some valuable information's. Like : The mkt.segment the firm wanted to target and TA. The product and its convincing attributes to the segment. Competitors brand analysis. positioning/promotional expenditure /creative and media strategies /tactics used in ads. Etc) How u are going to position ur brand and specific behavior responses. Primary Vs secondary objectives. e.g. primary may be to increase sales /mkt share Secondary may be that u give a certain personality to the brand and start promoting the concept .
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