Objectives

"Advertising objective

A specific communication task to be accomplished with a specific target audience during a specific period of time. The overall advertising goal is to help build customer relationships by communicating customer value." (Marketing: An Introduction, Armstrong & Kotler, Ch. 12, Pg. 386)

I agree with that: The Veggie Vans overall goal is to help build customer relationships by communicating customer value. We want our customers to know they're the reason we can keep moving forward, so we treat them with respect at all times. 

"Customer value is the key ingredient in the marketer’s formula for success. However, as we noted in Chapter 1 marketers alone cannot produce superior value for customers."  (Marketing: An Introduction, Armstrong & Kotler, Ch. 9, Pg. 281)

" Pricing may play an important role in helping to accomplish company objectives at many levels." (Marketing: An Introduction, Armstrong & Kotler, Ch. 9, Pg. 281)

We know people want to save money these days because of the economy, so we like to keep our price low instead of making it very high and taking peoples money. That's also another way of showing our valued customers that we really do care for them.