Once benchmarks are established, the Marketing Manager should use these to help develop advertising objectives and strategies, etc., using the Advertising Objectives-Strategies Worksheet Template:
MT1000-2 ADVERTISING OBJECTIVES-STRATEGIES WORKSHEET also includes a separate Advertising Budget Worksheet and Notes section. The Marketing Manager should develop the set benchmarks (without internal benchmarks, the Marketing Manager should look for industry benchmarks). Advertising benchmarks should include, at a minimum: which media were used, the target market(s) for the ad, the cost of the ad, the number of leads generated by the ad, the number of sales the ad generated, and the goals for each ad.
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