Marketing communications objectives are derived from an initial review of the current context and the requirment of the marketing plan. They are not a replicaton of the marketing objectives but a distillation of two main elements: sale-oriented and communications-oriented. A balance between the two will be determined by the situation facing the organisation, but may be a mixture of product and corporate tasks. These objectives, need to be ranked and weighted in order that other components of the plan can be developed.