ABSTRACT
This chapter outlines how to establish goals and objectives for marketing, advertising, communication, media, or any other phase of the marketing effort. Good objectives and goals are essential in every phase of the work, and advertising media work is no exception. One's advertising media goal may be to reach a certain number of consumers, with a certain frequency, with some impact. People need contingency plans that they can put into action on short notice. The media are the ways that people plan to achieve the goals of reach, frequency, and impact, and may be even continuity, cost efficiency, and creative considerations. Advertising media goals must be consistent with marketing and advertising goals. The media goals must reflect the need for media that allow for demonstrations. Such media include television and cinema, but it is too early to state what media type will be used; in the goal-setting stage.
