What aspect of advertising is focused on defining the desired outcome?

The focus of advertising on defining the desired outcome is best captured by objectives. Objectives represent clear, specific goals that an advertising campaign aims to achieve, such as increasing brand awareness, driving customer engagement, or boosting sales. By establishing well-defined objectives, advertisers can measure the effectiveness of their campaigns and determine whether they are reaching their intended targets.

This clarity helps guide the entire advertising process, including the development of strategies and tactics that are aligned with these outcomes. While strategies outline the plan for achieving these objectives and tactics detail the specific actions taken to implement those strategies, it is the objectives that anchor the campaign to its ultimate goals. Insights, on the other hand, pertain to the understanding of consumer behavior or market trends, which inform the strategies but do not directly define outcomes. Thus, objectives serve as the foundation for a successful advertising campaign by clearly articulating the desired results.