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The document discusses setting objectives for integrated marketing communications (IMC). It outlines the main goals of IMC such as awareness, consideration, preference, purchase, and loyalty. It then discusses approaches for setting goals, including the DAGMAR approach which defines goals based on awareness, comprehension, conviction, and action stages. The document notes criticisms of DAGMAR and then discusses setting S.M.A.R.T. goals that are specific, measurable, attainable, realistic, and timely. Exampl

Author

Cherin Sam

Language

EN