A common marketing objective is to increase sales by a specific amount. But this marketing objective does not specify a target audience, which is why the media objective is needed. Consider Kellogg's Corn Flakes and all the different strategies the advertiser could use to increase sales among different target audiences. For example, one target audience might be current customers -- encouraging people who eat one bowl a day to also "munch" the cereal as a snack. Or, the advertiser might target competitors' customers, encouraging them to switch brands. Or, the advertiser might target young adults who are shifting from high sugar "kids cereals" to more adult breakfast fare. Finally, the advertiser could target a broader lower-income demographic. The point is that each campaign could increase sales via a different target audience.
The two-day discussions concluded with the proposal that a renovated </> serve in future as the official website of the Benedictine Confederation of monastic congregations. "Six Steps for Planning a Successful Website Redesign" served as a guide for the preliminary conversations. It is to be hoped that the new website will express the diversity and multi-faceted reality of Benedictine life, directing visitors whenever possible to other, independent Benedictine websites of whatever primary language. The committee invites visitors and users of the present website to email your comments or suggestions <[email protected]> about the nature and content of the proposed renovation before the next committee meeting in Rome, late November 2017. The Web team at < > is coordinating separately the assembly of a curial website. The Benedictine women will continue to maintain independently their CIB website .