Marketing Communications Objectives

Marketing Communications Objectives (20 Marks)Suggested time:Length:Assessment:

1 to 2 hours

Please write your response in point form or in a table, and limit your response to 1 page using 1.5 line-spacing.

This part of the assignment will be assessed using the following criteria:

Depth (detail) of the analysis

Insight into retail marketing mix elements

Explanation for your conclusions

Answer the following questions about marketing communication objectives:

a) Describe the two main types of marketing communication objectives. (10 points)

b) Discuss the five criteria an objective statement needs to include to be useful to a retailer. (10 points)