Objectives

"These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program."(Marketing: An Introduction, Armstrong/Kotler, page 386)  The objectives for Martinik are as following. To begin, Martinik is to be sold in Europe to earn enough income to afford trade internationally. Once we see how business is doing in Europe, then we will travel to to the surrounding countries and distribute a trade with them. Then once we reach our objectives in Europe, then we will travel to America and distribute there. We will set up a distillery on an island off the coast of Florida and eventually eliminate the excess fee of importing. "Advertising objectives can be classified by primary purpose—whether the aim is to inform, persuade, or remind.""(Marketing: An Introduction, Armstrong/Kotler, page 386)  When we begin to advertise internationally, we will always film the commercial on the Martinique Islands so that the consumer gets the real feel of the islands. The next objective is to get Martinik into bars and clubs as a readily available alcohol.