Setting Communication Objectives: Are They Wrong?

Shaun McIlrath

Too many businesses and agencies are unwilling to change from a linear, top-down business model that will increasingly produce diminishing returns.

Setting Communication Objectives: Are They Wrong?

Shaun McIlrath

The problem facing all marketers, whether or not they are prepared to admit it, is that there are simply too many similar products. Most markets are now supersaturated, and consumers are so spoilt for choice that getting your advertising to achieve market share is difficult enough, let alone getting it to build longterm brand loyalty. Moreover, continued adherence to traditional marketing and management techniques, despite the changing competitive and technological landscape, is transforming this into an even more Herculean task than is necessary. 

So while the main title of this article may...

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