Accountability through objective setting : an evaluation of program objectives in advertising and marketing communication

Xavier, Robina J. & Patel, Amisha M. (2004) Accountability through objective setting : an evaluation of program objectives in advertising and marketing communication. In Australian and New Zealand Marketing Academy Conference, 29 November - 1 December 2004, Wellington, New Zealand. (Unpublished)


This study examines how advertising practitioners set campaign objectives. Four years of advertising and marketing communication campaign data were analysed from 59 award winning case studies. Difference emphases were found between advertising and marketing communication campaigns with informational and output objectives much more common in marketing communication campaigns, and attitudinal and output objectives being the least common in advertising campaigns. The majority of objectives, particularly in advertising campaigns, failed to meet the important tests of measurability and time specificity, and practitioners frequently included multiple outcomes within one objective, thereby complicating evaluation efforts.

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ID Code: 21013
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: objectives, advertising, marketing communication, campaigns
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2004 [please consult the authors]
Deposited On: 09 Jun 2009 00:52
Last Modified: 29 Feb 2012 13:08

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