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Establishing Objectives and Budgeting. Sam Skreen. Setting GOALS (Objectives) Specific Measureable Attainable Realistic Quantifiable. SMARQ!. Nature of Objectives. “Look at your sales, now look at me, now look back at your sales.”. Ad campaign increased sales by 107%. $UCCE$$!.

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Presentation Transcript
nature of objectives

Setting GOALS (Objectives)

  • Specific
  • Measureable
  • Attainable
  • Realistic
  • Quantifiable


Nature of Objectives
sales objectives

“Look at your sales, now look at me, now look back at your sales.”

Ad campaign

increased sales by 107%


Sales Objectives
communication objectives

Sent appropriate message

to target consumers

Builds long term

brand direction

Communication Objectives

Firms must ensure the

objectives are within their budget

Advertisers MUST communicate

the value generated by the ad campaign




Goals for




old spice before the launch of smell like a man man

Over the last seven years the body cleansing category has been changing dramatically

  • Males who used to buy low price traditionally bar soaps have become increasingly willing to experiment with more involved shower products
  • Old Spice’s target audience: 13-34 years old males.
  • Some problems when target audience expressed confusion; overly feminine, “not for me”.
Old Spice, before the launch of “Smell like a man, man”
smell like a man man

In 2010, they launched the “Smell like a man, man” commercial to try a new approach where their goal was to reach out with an ad that man and woman would enjoy together.

  • The creative team wanted to position the product as “helping guys navigate the seas of manhood”
  • Within two months of its launch it became a sensation on the internet and gained more than 8 million hits on YouTube.
“Smell like a man, man”

Nearly 105 million YouTube views of the campaign

  • 1.2 billion earned media impressions
  • 2700% increase in Twitter followers
  • 800% increase in Facebook fan interaction
  • 300% increase in traffic to

“Advertising and Promotion” by George E. Belch & Michael A. Belch (Chapter 8, page 257-258)