Discuss the value of setting objectives for the MPR process. What essential role does objective-setting serve?

What will be an ideal response?

Specific goals and objectives are at the core of the MPR process, especially with regard to decisions involving the use of the marketing communications mix to influence consumers behaviors. There are specific reasons why particular promotional objectives are required. First, they constitute the basic communication outcomes of MPR - reaching certain target audiences - and facilitate the coordination of segments in the marketing communications mix best suited to reach those audiences. They are also at the heart of any MPR plan, providing marketers with criteria to evaluate how effectively an MPR effort has been able to change consumer behaviors.