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When customers are persuaded that the brand has benefits to satisfy their wants and needs through consistent reinforcement, communication objectives have succeed (Harrison, n.d.). Setting objective proves success in any business and as such this report further analyses the importance of setting communication objectives for Integrated Marketing Communication campaigns in Perfumes Guyana.
After strategically positioning their products, it is important for management to determine the marketing communications objectives to formulate campaigns. “Communication objectives are goals for messages or programs of communication. They are used to identify your audience, craft messages and evaluate results” (Spacey, 2017). According to (Mulder, 2010) Peter Drucker developed a SMART goal method stating that objectives should be Specific, Measurable, Achievable, Result oriented and Time bound (Team, n.d.).This creates verifiable trajectories towards a certain objective, with clear milestones and an estimation of the goal’s attainability (Haughey, 2014).