Objectives

"The first step is to set advertising 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." (Armstrong 386) It is important to advertise this product in a way that will appeal to men. The psychological triggers for stimulating thoughts within a man's brain are different than those of a women, so creating a campaign that caters to those differences is vital. A commercial that features a man transforming from a hideous being in to a man that most women would desire would accomplish the task of gaining male understanding and recognition.  "The overall advertising objective is to help build customer relationships by communicating customer value."