What do you know roughly speaking sale versus communication purpose?
Answers: Communication Objectives—many marketers take the perspective that the primary role of promotional mix elements such as public relations is to communicate and effects should be based on communication objectives. Advocates of communication objectives mostly use some form of the hierarchical models discussed in Chapter 5 as a principle for setting advertising objectives. The underlying logic of these models is that as consumers slip away through successive stages of the response hierarchy they move closer to purchase, and advertising’s purpose is to serve move them through.
Sales-Oriented Objectives—many marketing managers picture their advertising and promotional programs from a sale perspective and argue that sales or some related gauge such as market share is the individual meaningful objective for advertising and thus should be the justification for setting objectives. They take the position that the unsophisticated reason a firm spends money on selling and promotion is to sell its products or services. Thus they argue that any monies spent on media hype should produce measurable sales results.