How do you evaluate Advertising Objectives and Strategy in a business strategy?

How to evaluate it

Hold advertising accountable to communication effects. Hold the broader marketing program accountable to sales. Confusing the two leads to either over-credit or wrongful blame for the advertising team.

What we are evaluating

Advertising objectives are specific communication goals — informing, persuading, or reminding — to be accomplished with a defined target audience over a defined time period. The objective drives every downstream choice: budget, message, channel, and measurement.

The benchmark framework

The DAGMAR framework (Defining Advertising Goals for Measured Advertising Results) sets goals as movement through a hierarchy: unawareness → awareness → comprehension → conviction → action. The objective must be measurable, time-bounded, and stated in terms of communication effects, not sales — sales depend on too many factors outside advertising for advertising alone to be accountable. Strategy then specifies who is being reached, what message they receive, what response is expected, and how that response will be measured.

An evaluation walk-through

A new sparkling water brand might set an objective: among 25–44 year-old health-conscious urban women, lift unaided brand awareness from 4% to 18% over six months. That objective, not "increase sales 20%," guides creative and media decisions and provides a fair test of whether the advertising worked.

Failure modes to flag

Stating advertising objectives as sales targets confuses what advertising can do (move attitudes and awareness) with what advertising does in conjunction with everything else. Vague objectives like "build the brand" cannot be measured and cannot be falsified.

Source basis: Open Textbook Library: Intermediate Financial Accounting - 2021-A Volume 2