Which of the following is NOT a media objective for a CPG brand?

The choice of increasing sales by 2% is not considered a media objective for a Consumer Packaged Goods (CPG) brand because media objectives focus primarily on how the brand aims to achieve visibility and engagement through advertising and communication strategies. Media objectives are about building brand presence, engaging the audience, or creating awareness that can lead to sales, rather than setting specific sales targets.

Increasing brand awareness, improving customer retention, and launching new products are all paramount media objectives. They focus on the ways in which a brand can enhance its reach and connection with consumers. For example, increasing brand awareness generates a broader market presence, while improving customer retention emphasizes keeping those customers engaged with the brand. Launching new products often requires a robust media strategy to effectively introduce those products to the market.

In contrast, setting a specific sales goal such as increasing sales by 2% is more aligned with business objectives rather than media objectives. It revolves around the quantifiable results of marketing efforts rather than the strategies used to achieve them. Therefore, understanding the distinction between media and business objectives is crucial for effective planning and execution in digital media campaigns.