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Smart objectives how do you make objectives smart smart objectives are simple and quick to learn the objective is the starting point of the marketing plan. Electronic copy available at : http ://ssrncom /abstract = 2834279 'jellies & jaffas': applying pr smith’s sostac model to an online confectionary start-up. Aida is a classical marketing model that allows you to understand the cognitive process we go through when making a purchasing decision learn how to apply the aida model to digital marketing.