After planners have examined the external and internal environments and defined the critical areas that need to be addressed , they can develop specific communication objectives to be accomplished during a specified time period-formal statements of the goals of the goals of the advertising or other marketing communication. We have discussed in this or previous chapters:
• Perception Objectives.
• Emotion/Affective Objectives.
• Cognition Objectives.
• Association Objectives.
• Persuasion Objectives.
• Behavior Objectives.