It is a difficult task to translate a sales goal into a communication objective. However, if the brand objective is to raise sales by X% the promotion manager will ultimately have to decide in terms of some message that will be used to address the target audience to achieve this level of sales increase.
Some other possible objectives could be
1. Increasing the percentage of target consumers who associate specific features or benefits with the company’s brand
2.Increasing number of target consumers who prefer the client company’s brand rather than competing brands
3.Increasing company’s brand trial among non-users
4.Increasing company’s brand trial rate among existing consumers.
Even when promotion managers attempt to translate sales objectives, they are not sure what really constitutes adequate levels of awareness, knowledge, liking, preference or conviction. There are no formulas except the judgment and experience of concerned managers.