should marketing objective be stated in terms of sale

traditional view

using sales as the objective for a branded products marcom effort is suitable for two major reasons.

First, a brands sales volume during any given period is the consequence of a host of factors in addtion to advertising, sales promotions, and other elements of the marcom program. It is virtually impossible, according to the traditional view, to determine precisely the role of advertising or other marcom elements have had in influencing sales in a given period.

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heretical view

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