ABSTRACT
Try to devise both quantitative (measurable) and qualitative objectives. The campaign may be trying to elicit a cognitive (attention), affective (feeling) or behavioural (doing) response
This is concerned with what to say, how to say it and who should say it. The aim is to find a theme, idea, appeal or unique selling proposition. The message can try to appeal on moral, rational or emotional grounds. The credibility of the message source depends on expertise, trustworthiness and likeability
n selecting the target audience toward which all subsequent efforts will be directed
n specifying media objectives, for example, in terms of reach, frequency
n selecting general media categories and specific vehicles within each medium buying media
A key task within the framework of marketing communications is the appropriate determination of the levels of expenditure required to fulfil the task established.
