Generate Awareness - Simply to inform the market that a commercial offering exists. This is often combined with other objectives. Example Tactics: Mass advertising, media releases, public events or stunts Example Metrics: Reach, frequency, impressions, page views, media clippings, ad equivalency, search frequency

Drive Trial - This objective focuses around getting the audience to test drive the product either virtually or in person Example Tactics: Web site product demos, test drives, trade show demos, private betas, events, direct mail Example Metrics: Time spent, leads generated, sign-ups, attendance at events, response rates

Product Launch: Closely related to Generate Awareness, but a special case, where a product is new or significantly changed. Example Tactics: Industry Events/Trade Shows, Journalist/Blogger trial, Media Stunts, Mass Advertising, Media releases Example Metrics: Media coverage, blog posts, retail enquiries, pre-orders, impressions, reach, frequency