Why is it important to define measurable and realistic social marketing objectives?
Defining measurable and realistic social marketing objectives is important because it brings focus to your plan. Objectives force you to identify priorities. They have a major influence on how you allocate resources and form the basis of your program monitoring and evaluation. Try to limit the number of objectives to between three and five. Focus on key audience segments you may be able to reach and influence either directly or indirectly. Review your answers to Sections 1.4, 2.3 and 3.3. This will provide you with the basis to set objectives and priorities.
