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Page 1: QUT Digital Repository:  · The majority of objectives, particularly in advertising campaigns, failed to meet the important tests of measurability and time specificity, and

QUT Digital Repository: http://eprints.qut.edu.au/

Xavier, Robina J. and Patel, Amisha M. (2004) Accountability through objective setting : an evaluation of program objectives in advertising and marketing communication. In: Australian and New Zealand Marketing Academy Conference, 29 November - 1 December 2004, Wellington, New Zealand.

© Copyright 2004 [please consult the authors]

Page 2: QUT Digital Repository:  · The majority of objectives, particularly in advertising campaigns, failed to meet the important tests of measurability and time specificity, and
Page 3: QUT Digital Repository:  · The majority of objectives, particularly in advertising campaigns, failed to meet the important tests of measurability and time specificity, and
Page 4: QUT Digital Repository:  · The majority of objectives, particularly in advertising campaigns, failed to meet the important tests of measurability and time specificity, and
Page 5: QUT Digital Repository:  · The majority of objectives, particularly in advertising campaigns, failed to meet the important tests of measurability and time specificity, and
Page 6: QUT Digital Repository:  · The majority of objectives, particularly in advertising campaigns, failed to meet the important tests of measurability and time specificity, and
Page 7: QUT Digital Repository:  · The majority of objectives, particularly in advertising campaigns, failed to meet the important tests of measurability and time specificity, and
Page 8: QUT Digital Repository:  · The majority of objectives, particularly in advertising campaigns, failed to meet the important tests of measurability and time specificity, and

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