Another group of communication goals is advertising recall, advertising persuasion, leads and sales. represents the cognitive effect of the ad, represents the emotional effect of the ad, and s are the behavioral effects of the ad. Each can be specified in a media plan as a communication goal. For example, a communication goal can specify that 50% of the target audience will recall the radio ad during the month of the campaign, or that a campaign will generate 3000 leads.


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