Many marketing managers view their advertising and promotional programs from a sales perspective and argue that sales or some related measure such as market share is the only meaningful goal for advertising and thus should be the basis for setting objectives.
They take the position that the basic reason a firm spends money on advertising and promotion is to sell its products or services. Thus they argue that any money spent on advertising should produce measurable sales results.
Example:
There are many companies of low involvement products like confectionery and sweets whose advertising objective would be solely of sales.
However over the time even these companies have realized that sales cannot be the sole objective of advertising, ad building a brand and establishing a favourable attitude towards the brand is also important.
They take the position that the basic reason a firm spends money on advertising and promotion is to sell its products or services. Thus they argue that any money spent on advertising should produce measurable sales results.
Example:
There are many companies of low involvement products like confectionery and sweets whose advertising objective would be solely of sales.
However over the time even these companies have realized that sales cannot be the sole objective of advertising, ad building a brand and establishing a favourable attitude towards the brand is also important.