Where sales objectives are appropriate?

Where sales objectives are appropriate?

• Answer:

  sales objectives are appropriate—while there are problems in attempting to use sales as objectives for an advertising and promotional campaign, there are situations where they may be appropriate, such as: • when the promotional efforts are direct action in nature and are designed to induce a more immediate response. For example many sales promotion programs have sales objectives since their goal is often to generate trial or short-term sales increases. • direct response advertising which measures success of a campaign in terms of the sales response generated by an ad. • retail advertising where short-term or direct action is sought such as during sales or special promotions. • in situations where advertising plays a dominant role in the marketing program and other factors are relatively stable.