The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment.
In order to do this, it is critical for IMC practitioners to establish objectives. This article describes how to establish well-stated objectives. The author argues that ‘well-stated objectives are the across-the-board, key to success because they provide the foundation for measuring and evaluating the entire Marketing Communications Program’. They suggest utilising the SMART system and ensuring that objectives are: Specific, Measurable, Attainable, Realistic and within a Time frame. These standards mean that objectives must be defined one at a time, simple; easily assessed by number; achievable; feasible and having a specific time line. These are probably well-known go-to theories for a marketer. However, many marketers find it difficult to identify the critical steps to build IMC objectives. This is because IMC objectives need to be separated from marketing objectives. IMC objectives are also much more specific and require holistic approaches. However, establishing IMC objectives is an important task to create successful IMC programs because specific objectives are the foundation on which all other promotional decisions are made. If there is no decision-making process there is no success in business. In order to be successful, business objectives need to be evaluated as well. There are many uncertainties in the real world and the entire IMC program relates to a budget. Therefore, if the objectives cannot be measured this may indicate that they are not well established. Setting objectives can be troublesome but if there is no well-established objective there are probably no sales being generated. As a marketer one should keep in mind that the purpose of an IMC program needs to have two perspectives: the first one is to generate sales and increase profit, the second is to communicate with consumers.