Join Jane Barratt for an in-depth discussion in this video Setting objectives, part of Advertising Fundamentals.
- If there's one critical piece in getting your…advertising right, it's about setting the right objectives.…In this video, I want to help you understand how…you can set, evaluate, and measure your objectives.…Here's a basic funnel of the different things that…advertising can help you do.…Starting at the top is awareness, also known…as branding.…This is casting a wide net into the world about who…you are, and what you do.…An example of an objective here would be to increase…unaided awareness by 50%, or be in the top 3 brands…a customer thinks of in our category.…
The next is interest, sometimes known as engagement.…This is where someone has registered an interest in you…by checking out your site, or following you in…social media.…An objective here would be to generate 1,000…new users to our site per week for Q2.…Now, once someone's interested, now you have to get…them to consider you, or how to activate that interest.…An objective here could be increase test drives by 20%…in June.…Next, and some would say most important,…
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- Defining your audience
- Crafting your message
- Placing your ad
- Establishing a digital, competitive, and editorial presence
- Working with advertising partners
- Working with an ad agency