In general terms objectives should meet SMART criteria and the e-text suggests typical KPI’s for advertising activity are awareness, comprehension; purchase intent, trial, loyalty and belief. For the...

In general terms objectives should meet SMART criteria and the e-text suggests typical KPI’s for advertising activity are awareness, comprehension; purchase intent, trial, loyalty and belief. For the following scenario’s indicate which KPI’s would be relevant and why.

• Chobani have recently introduced a range of oats based yoghurts in a variety of fruit flavours: strawberry, raspberry, blueberry, lemon, etc. in portable sachets.


• Febfast encourages people to ‘call time-out’ on something they love (alcohol, chocolate, online games) and get friends and family to sponsor their efforts to raise money for charities that support disadvantaged youth. Febfast is has been around for a decade, however participation declined this year so the organisation want more participants next year.


• Buying second hand or used goods is not something that young people setting up their first home consider doing however there are clear benefits for the planet and, on a personal level for their wallet. The Salvo’s have good brand recognition, outlets around Australia and offer good quality items at reasonable prices. What KPI’s do you think are appropriate should they decide to advertise?