Marketing Communications: Goals and Objectives

Welcome to the “Goals and Objectives” video lesson intended to describe the four types of goals in marketing communications as well as define the differences between goals and objectives. This lesson is the first of six in the “Marketing Communications” series, which covers a wide range of topics within the field to provide a more thorough understanding of each aspect of marketing communications campaigns. In this lesson, viewers will learn about need development, general brand awareness, brand attitude, and purchase intention through the lens of marketing communications.