CUTTING THROUGH THE BULLSHIT – 5 What is the objective of marketing? Far too many dollars are wasted on marketing designed to build awareness. Far too many dollars are wasted on brand advertising. Far too many dollars are wasted in pursuing the wrong objectives. Awareness is of course a means to an end and the […]

CUTTING THROUGH THE BULLSHIT – 5 What is the objective of marketing? Far too many dollars are wasted on marketing designed to build awareness. Far too many dollars are wasted on brand advertising. Far too many dollars are wasted in pursuing the wrong objectives. Awareness is of course a means to an end and the first stage in a process that might also involve understanding, liking and preference before purchase occurs. Awareness is often pursued without being measured. Awareness is often pursued when it is not the critical issue. Awareness is almost never a valid objective in its own right Branding is important in terms of building value into a product of a service and needs to be a consideration in most campaigns, but it is not an objective in its own right. It is part of the process of encouraging demand for a product or service, but again it…