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Fixing fuzzy objectives

  “Begin with the end in mind” is one of Stephen Covey’s seven habits of highly effective people. The same applies to successful shopper marketing programs, which should not be run just to fill a calendar slot or follow last year’s program. Last week, while I was judging POPAI’s Marketing at Retail awards, I came across more than a few entrants with fuzzy or confused objectives. It’s timely to outline the different types of objectives for shopper marketing programs, and some of