Download An Introduction to Integrated Marketing Communications

7
Establishing Objectives and Budgeting
for the Promotional Program
McGraw-Hill/Irwin
© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Value of Objectives
¾ Focus and Coordination
ƒ They help to orient everyone involved
toward one, common goal.
¾ Plans and Decisions
ƒ They serve as criteria for developing
plans and making decisions.
¾ Measurement and Control
ƒ They provide the standards and
benchmarks for evaluating results.
Types of Objectives
Marketing Objectives
ƒ Statements of what is to be accomplished by the
overall marketing program within a given time
period.
ƒ Need to be quantifiable such as sales volume,
market share, profits, or ROI.
ƒ Need to be realistic, measurable and attainable
IMC Objectives
ƒ Statements of what various aspects of the IMC
program will accomplish based on
communication tasks required to deliver
appropriate messages to the target audience.
Not all Ads are Designed to Achieve Sales
Problems With Sales Objectives
¾ Sales are a function of many factors, not
just advertising and promotion.
¾ Effects of IMC tools such as advertising
often occur over an extended time
period.
¾ Sales objectives provide little guidance
to those responsible for planning and
developing the IMC program
Many Factors Influence Sales
Product Quality
Technology
The Economy
Promotion
SALES
Competition
Distribution
Price Policy
When Sales Objectives Are Appropriate
¾For promotional efforts that are direct action
in nature and can induce an immediate
behavioral response.
ƒ Sales promotion
ƒ Direct response advertising
ƒ Retail advertising for sales or special events
¾When advertising plays a dominant role in a
firm’s marketing program and other factors
are relatively stable
¾When sales effects of an IMC variable can be
isolated.
Sales Objectives are Appropriate for Direct
Response Advertising
Communication Objectives
The primary goal of an IMC program is to
communicate and planning should be based
on communications objectives such as brand
awareness, knowledge, interest, attitudes,
image and purchase intention
Advertising and Movement Toward Action
Related behavioral
dimensions
Conative
Realm of motives.
Ads stimulate or direct
desires.
Affective
Realm of emotions.
Ads change attitudes
and feelings
Movement
toward purchase
Purchase
Types of promotions and
advertising at each step
Point of purchase
Retail store ads, Deals
“Last-chance” offers
Price appeals, Testimonials
Conviction
Preference
Liking
Competitive ads
Argumentative copy
“Image” copy
Status, glamour appeals
Cognitive
Knowledge
Realm of thoughts.
Ads provide
information and facts.
Announcements
Descriptive copy
Classified ads
Slogans, jingles, skywriting
Awareness
Teaser campaigns
Inverted Pyramid of Communications Effects
90% Awareness
ve
iti
gn
Co
70% Knowledge
40% Liking
Af
fe
iv
ct
25% Preference
e
20% Trial
e
tiv
na
Co
5% Use
The DAGMAR Approach
Define
Advertising
Goals for
Measuring
Advertising
Results
Characteristics of Objectives
Good Objectives Should Include:
¾ Concrete, Measurable Communication Tasks
¾ Well-Defined Target Audience
¾ Have an Existing Benchmark Measure
¾ Specify Degree of Change Sought
¾ Specific Time Period
DAGMAR Difficulties
Legitimate Problems
ƒ Response Hierarchy
Problems
ƒ Doesn't always define the
process people use to
reach purchase/use.
ƒ Attitude - Behavior
Relationship
ƒ Attitude change doesn't
always lead to change in
actions or behavior.
Questionable Objections
ƒ Sales Objectives Are
Needed
ƒ Sales are all that really
counts, not
communications
objectives.
ƒ Costly and Impractical
ƒ The research and efforts
cost more then the
results are worth.
ƒ Inhibition of Creativity
ƒ Too many rules and
structure curb genius.
Advertising-Based View of Communications
Advertising Through Media
One-Way
Attitudes
Knowledge
Preference
Conviction
Linear
Acting on Consumers
Purchase
Behavior
Budgeting Decisions
Budgeting decisions involve determining how much
money will be spent on advertising and promotion
each year and how the monies will be allocated
Two major decisions
• Establishing the size of the budget
• Allocating the budget
Marginal Analysis
Gross Margin
Sales in $
Sales
Ad. Expenditure
Profit
Point A
Advertising / Promotion in $
BASIC Principles of Marginal Analysis
Increase Spending . . . IF:
The increased cost is less than the
incremental (marginal) return.
Decrease Spending . . . IF:
The increased cost is more than the
incremental (marginal) return.
Hold Spending Level. . . IF:
The increased cost is equal to the
incremental (marginal) return.
Problems with Marginal Analysis
¾ Assumption:
ƒ Sales are the principal objective of
advertising and/or promotion.
¾ Assumption:
ƒ Sales are the result of advertising
and promotion and nothing else.
Advertising Sales/Response Functions
Range A
High Spending
Little Effect
Advertising Expenditures
Middle Level
High Effect
Incremental Sales
B. S-Shaped Response
Function
Initial Spending
Little Effect
Incremental Sales
A. Concave-Downward
Response Curve
Range B
Range C
Advertising Expenditures
Top-Down Budgeting
Top Management Sets the
Spending Limit
The Promotion Budget Is Set to
Stay Within the Spending Limit
Top-Down Approaches
¾ The Affordable Method
ƒ What we have to spare. What's left to spend.
¾ Arbitrary Allocation Method
ƒ No system. Seemed like a good idea at the time.
¾ Percentage of Sales Method
ƒ Set percentage of sales or amount per unit.
¾ Competitive Parity Method
ƒ Match competitor or industry average spending.
¾ Return on Investment Method
ƒ Spending is treated as a capital investment.
Bottom-Up Budgeting
Total Budget Is Approved by
Top Management
Cost of Activities are Budgeted
Activities to Achieve Objectives
Are Planned
Promotional Objectives Are Set
Objective and Task Method
Establish
EstablishObjectives
Objectives
(create
(createawareness
awarenessof
ofnew
newproduct
productamong
among
20
20percent
percentof
oftarget
targetmarket)
market)
Determine
DetermineSpecific
SpecificTasks
Tasks
(advertise
(advertiseon
onmarket
marketarea
areatelevision
televisionand
and
radio
radioand
andlocal
localnewspapers)
newspapers)
Estimate
EstimateCosts
CostsAssociated
Associatedwith
withTasks
Tasks
(create
(createawareness
awarenessof
ofnew
newproduct
productamong
among
20
20percent
percentof
oftarget
targetmarket)
market)
Payout Planning
To determine how much to spend,
marketers develop a payout plan that
determines the investment value of the
advertising and promotion appropriation
Example of a three-year payout plan ($ millions)
Product sales
Profit contribution
(@$.50 per case)
Advertising/promotions
Profit (loss)
Cumulative profit (loss)
Year 1
15.0
Year 2
35.50
Year 3
60.75
7.5
15.0
(7.5)
(7.5)
17.75
10.50
7.25
(0.25)
30.38
8.50
21.88
21.63
Allocating the IMC Budget
Factors Affecting Allocation to
Various IMC Elements
¾
¾
¾
¾
¾
¾
Client/Agency Policies
Size of Market
Market Potential
Market Share Goals
Market Share and Economies of Scale
Organizational Characteristics
Share of Voice and Ad Spending