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Home→The Westburn Dictionary of Marketing→O→objective and task method

objective and task method

Definition:
A conceptually sound procedure for determining the size of the ADVERTISING APPROPRIATION which is relatively little used in practice. It reverses the basis of the commoner methods (described in the main entry) by first establishing clear advertising objectives and then determining how much it will cost to attain them. There are two practical drawbacks: first, advertisers find it surprisingly hard to articulate bona fide ADVERTISING OBJECTIVES, second, it may be more easily said than done to cost the means of achieving them. Four field surveys conducted since 1970 in Britain and America have found that the objective and task method is used by one advertiser in five at best and about one in twenty generally.

Cross-References:
[advertising appropriation (budget and setting)] [advertising objectives]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].