A marketing objective is the goal that a company has when it creates a marketing or advertising campaign. Ultimately, the goal of most marketing campaigns is to make the company money. However, marketers often set more specific marketing goals like reaching a different demographic, changing the image of a brand or introducing a new product.
The objectives of a marketing campaign determine the type of ad that the advertisers create as well as the venue through which they advertise. For instance, if marketers wanted to attract a younger demographic to the product, they might create an irreverent or funky ad, and they might release it over the Internet rather than on TV. However, if marketers wanted to advertise antique books to collectors, they might run a serious print ad in a well-established newspaper.
Regardless of the targeted demographic, an extremely lucrative marketing objective is to convince consumers that they need a product and that it can easily be integrated into their lives. However, doing this effectively requires a deep understanding of exactly what the target audience does and wants.
Before launching any marketing campaign, an advertiser should set the objectives. This planning helps to create a campaign that accurately reflects the company's needs.