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Dictionary by pitch.dog
Brief, strategy & proposition · Core

Communication objective

ELI5

The change in awareness, understanding, feeling or behaviour the advertising is meant to support.

Used in conversation

“The communication objective needs to be explicit in the treatment, not left for production to guess.”

Definition

The change in awareness, understanding, feeling or behaviour the advertising is intended to support.

Here “Communication objective” means: The change in awareness, understanding, feeling or behaviour the advertising is intended to support.

Pitch context

You may encounter “Communication objective” in advertising & director treatments conversations or materials.

Why it matters: Helps interpret the brief, director treatment, bid, award, production process and campaign deliverables.

Connected terms

  • Call to actionThe communication objective defines the intended audience effect; the call to action specifies what the audience should do.
When the words have to travel

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Sources & evidence · 4

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.