Objectives

"These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program. The overall advertising objective is to help build customer relationships by communicating customer value. "(Marketing: An Introduction; Armstrong/Kotler; 12 Communicating Customer Value Advertising and...page 19 of 53)

On the Rocks objectives are here to target high end casinos, lounges, bars and restaurants all over the united states. That means our clients will be willing to spend a little money for our luxury vodka. The reason for this is because we want you to enjoy the experience. We do not want you to slam a shot of our vodka and go about your business. We want you to stay, converse, and relax. On the Rocks is to be enjoyed, savoring every sip you take. The price is going to be reasonable for were we will be distributing it. We are hoping once you taste it, you will spread the word on how wonderful the experience is and diffidently be back for more.

"Advertising objectives can be classified by primary purpose—whether the aim is to inform, persuade, or remind." (Marketing: An Introduction; Armstrong/Kotler; 12 Communicating Customer Value Advertising and...page 19 of 53)