You would think spending $3 Million for a 30 second ad would bolster spending sprees from the 100 million viewers. But in today’s financial slump, a prime time Television program like the Super Bowl has difficulty persuading the marketplace to purchase their products or services.

When we look deep into their marketing plan we typically find objectives and strategies that may seem appropriate during seasonal demands. unfortunately, this is where most plans begin to lose steam and become weak.

Objectives are often written for failure. Not on purpose, but due to the lack of understanding of how to develop, implement, measure and modify the objectives and strategies as the marketplace changes or new information is found. The most common error when writing objectives is that of vagueness ? making broad statements that cannot be measured.

After all, if you are not able to measure if you met the objective, how do you know if you arrived where you want to be? What indications are there to know if your plan was solid and the strategies and tactics implemented were correct?

The answer is you do not know unless you are able to measure the results. Simply stating that you want quality Super Bowl ads to improve or sales revenue to grow does not give you the ability to measure the results of the investments in your business.

How do you know if quality improved after many survey results? How long do you continue with the same strategy to improve quality? Is it improving fast enough? All of these questions can be answered by creating specific, measurable, achievable, realistic and time-based objectives.

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