This activity is important because marketing and advertising planning involves generating corporate objectives, marketing objectives, advertising objectives, strategies for achieving the objectives, and tactics for accomplishing the strategies. In order to write a plan yourself, you will need to be comfortable identifying what constitutes a good example of each of these concepts.

The goal of this exercise is to demonstrate your understanding of the differences among objectives, strategies, and tactics.

Match the concepts to the correct examples below.

Corporate Objective Sales$-$Target Objective Marketing Tactic Marketing Strategy Need$-$Satisfying Objective

Match each of the options above to the items below.

Increase company's overall profits; Show greater earnings on R&D

No answer

Improve product safety; Increase the "cool" factor

No answer

Increase gallons sold; Increase retailers who carry the product

No answer

Define a new target market; Reformulate the marketing mix

No answer

Encourage users to design a new flavor; Sponsor Stephen Curry