Campaign Objectives. n Global objectives General guidelines and control for broad-based campaigns(consistency of message Regional objectives Local objectives Specific and measurable targets (awareness, image, market share) for individual markets / Copyright 2001 by Harcourt, Inc. All rights reservedCopyright © 2001 by Harcourt, Inc. All rights reserved. 20-5 Campaign Objectives Global objectives • General guidelines and control for broad-based campaigns (consistency of message) Regional objectives Local objectives • Specific and measurable targets (awareness, image, market share) for individual markets