Discussion:
Using the bank scenario as a guide, discuss the following:
• Create advertising and public relations objectives that align to each one of the bank's strategic goals. Be sure to use the specific, measurable, achievable, relevant, and time-bound (SMART) methodology.
• Demonstrate how each objective aligns directly to an organizational goal.
• Discuss the importance of using specific objectives to meet the organizational goals from measurement, accountability, and return on investment perspectives.