Download Chapter 05

Comm 340
Chapter Five
Setting Objectives
For the IMC Plan
Realistic Objectives Serve to:
Guide the Planning & Coordination
of the
Integrated Marketing Communications
programme.
Provide the basis for meaningful evaluation of the programme’s success.
1) The Value of IMC Objectives
Communication
Planning & Decision Making
Measurement & Evaluation of Results
A. Communication
Keep everyone on the same page
Written approved objectives for
each party to sign off & on:
Internal
Ad Agency
Promo agency
PR firm
Everyone works from a common
promotional program base
B. Planning & Decision-Making
All phases of the promotional strategy process
are based on Established Objectives for:
Budgeting
1
Creative
IMC tool selection
(media
/ medium, direct marketing,
PR, sales promo, reseller support)
C. Measurement &Evaluation of Results
Provides a measurable benchmark
Determine Promotional Return On Investment
From the Situational Analysis the Marketing Plan Objectives are developed.
The Situational Analysis
provides data on:
Market segments
Product attributes
Competitive environment
Ideal brand positioning (trial, repurchase, switching)
Sales vs. Communication
Objectives
Too often, too many confuse marketing objectives with advertising & promotional (IMC) objectives
You can not measure advertising & promotional objectives with marketing objectives as
your measurement criteria.
Not comparing apples with apples
The 3 P’s can also influence Sales!
Poor sales performance can involve any or all of the other three ‘P’s
Product (Packaging & Quality)
Price
Place (Distribution)
Sales tend to be immediate
2
Advertising has a learning effect or carryover effect
Mature Sales Markets
For mature, frequently purchased, low-priced products advertising can effect sales for
approximately nine months
EXCEPTIONS
Direct action programmes
Direct-response
Retail
advertising mail, toll-free # purchases
ads to build traffic / induce trial (coupons)
Communication Objectives
IMC Planning
Should be based primarily on communication objectives such as:
brand awareness, interest, attitudes, image & purchase intentions
These are used to create favourable pre-dispositions to purchase
Characteristics of Objectives
State in terms of concrete & measurable communications tasks (the specific creative message)
Specify a well defined target audience
Indicate a benchmark starting point (know the target audience’s present status in the response
hierarchy (benchmark measure)
Degree of change sought
A specific time frame (quarter to annual)
Some Examples of IMC Objectives
Increase
% of consumers in TM who associate specific features / benefits with our brand.
Increase
% of consumers in TM who prefer our brand over competition’s
Increase
% of consumers in TM to use more frequently & at new occasions
3
Increase
# of consumers in TM to initial trial
DAGMAR
a conceptual model for…
Defining
Advertising
Goals for
Measured
Advertising
Results
Involves A Four Stage Hierarchical Communications
Hierarchy of Effects Model
A Task Approach
Awareness
– in 90% of TM
Comprehension
Conviction
Action
– interest by 70% of TM
- + disposition in 25 – 40 % of TM
– purchase 20%, repurchase 5%
Criticisms of DAGMAR
Limited
to the Traditional Response Hierarchy Model (cognitive / affective / conative).
Does not consider alternative response models.
Practically
& Costs – initial benchmark costs / for major players only.
Inhibition
of creativity – only design message to score well.
Sales
Objectives – ads only effective when they purchase.
Comprehensive Response Models
Add more stages in the “movement to purchase” process.
Original
Cognitive
→
Affective
→
Conative
4
Comprehensive
Awareness → Knowledge → Liking → Preference → Conviction → Purchase
IMC Activity Focus
Teasers campaigns →
jingles → image → comparative → Price / P.O.S.
Communications Effect Pyramid
Objective to move consumers up the pyramid
% decline as you move up
Must determine where on the pyramid the target group is
Sales Goals must be equated ~ to Communication Objectives
Brand → Customer
The old traditional “Inside-out” Approach
is essentially ego driven (on the part of the marketer) and minimizes the role of the
consumer.
Customer → Brand
A more contemporary approach, acknowledges the sophistication of the consumer
(through decades of consumption based socialization) and uses an “Outside in”
approach IMC.
Good Objectives..
…guide the planning function
…enable meaningful performance evaluation
5
Zero-Based
(TASK FOCUSED)
Communications Planning
Using the IMC approach,
the Task to be accomplished (and consequent objectives) uses the best ideas & best
mediums
to apply the most effective IMC tool(s) available.
Communication
&
Promotional
Objectives
Evolve from the overall Marketing Plan.
Provides the Promotional / Communication component of the Marketing Plan.
IMC objectives awareness, recall, trial, etc.
Problems in Setting
Advertising & Promotional Objectives
Research indicates that
most agencies don’t set appropriate objectives
for determining success –
thus they are unable to demonstrate
how successful a campaign really was.
Setting IMC Objectives
Step One ~ WHO?
Target Audience (customers or potential customers)
Brand loyal customers
Favourable brand switchers
New category users
Other brand switchers
Other brand users
Setting IMC Objectives
6
Step Two ~ WHAT?
Behavioural Objectives (get to do what?)
Category or Brand
Trial
Re trial
Switching
Repurchase
Repeat Purchase
Repeat Consumption
Purchase – related behaviour
Setting IMC Objectives
Step Three “SAY WHAT”
Communication Objectives
Establish category “need”
Brand Awareness
Brand Attitude
Brand Purchase Intention
Purchase facilitation
Setting IMC Objectives
For The Right Time, For Each Stage, In The Consumer Purchase Process.
–Problem Recognition
–Motivations
–Information Search
–Perception
–Alternative Evaluation
–Attitude Formation
–Decision Rules Integration Process
–Purchase Decisions
–Post Purchase Evaluation
7
Always remember…
Advertising succeeds or fails
depending on how well
it communicated
the desired information and attitudes
to the right people,
at the right time
and
at the right cost.
Questions?
Break time…
8