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Objectives for the IMC Plan
Value of Objectives
Objectives
Communications
Planning and Decision
Making
Measurement and
Evaluation of Results
Marketing Versus Communications Objectives
Marketing
Objectives
Communications
Objectives
• Generally stated in the
firm’s marketing plan
• Achieved through the
overall marketing plan
• Quantifiable, such as
sales, market share,
ROI
• To be accomplished in a
given period of time
• Must be realistic and
attainable to be
effective
• Derived from the overall
marketing plan
• More narrow than
marketing objectives
• Based on particular
communications tasks
• Designed to deliver
appropriate messages
• Focused on a specific
target audience
Vs.
Problems with Using Sales as A
Communications Objective
$ALE$
Promotion
Distribution
Competition
Technology
Product
Quality
Price Policy
The
Economy
Problems with Using Sales as a
Communications Objective

Carryover effect of advertising
Many experts believe the effects of
advertising can occur over an extended
period.
 Money spent on advertising does not
necessarily have an immediate impact on
sales.

Problems with Using Sales as a
Communications Objective
Sales objectives offer little guidance to
those planning and developing the
Promotional Program.
 The creative and media people working
on the account need direction:

Nature of the message the company hopes
to communicate.
 The intended audience.
 The particular effect or response sought.

When Are Sales Objectives
Appropriate?

Sales objectives are useful if:
Other marketing or environmental factors
are not influencing sales.
 Carryover effect is not occurring.
 Managers involved do not require guidance.


Setting sales objectives appears
appropriate in the case of directresponse advertising.
Direct Response Ads Seek Sales
Communication Objectives
Statements of what the communications
will accomplish.
 Three levels of communication
objectives, depending upon the decision
at hand:

Overall IMC plan
 Individual IMC tools
 Individual elements of a communication tool

Communication Objectives

Communication objectives should be
based:
On the particular communication tasks
required to deliver the appropriate
messages to the specific target audience.
 At a relevant point within the target market’s
purchase decision-making process and
consumption experience.

The DAGMAR Approach
Define
Advertising
Goals for
Measuring
Advertising
Results
The DAGMAR Approach

Recognition that communication effects
are the logical basis for advertising goals
and objectives against which success or
failure should be measured.
The DAGMAR Approach
An advertising goal is a communication
task that is specific and measurable.
 The communication task has four stages:

Awareness
 Comprehension
 Conviction
 Action

DAGMAR Definition of
Objectives
Target Audience
Benchmark and
Degree of
Change Sought
Objectives
Specified Time
Period
Concrete,
Measurable Tasks
Pyramid of Communications Effects
5% Use
20% Trial
25% Preference
40% Liking
70% Knowledge
90% Awareness
Many Ads Seek Communication
Objectives
Setting Objectives Using the
Communications Effects Pyramid
Figure 4-5
Image ads can have a strong effect
on preference
R&P Perspective
Objectives  Related to
behaviour or communication
Behavioural Objectives
The link between attitude toward the
brand (communication objective) and
sales (marketing objective).
 Must have a clear behavioural objective
for each target audience.

Options for Behavioural
Objectives
1.

Trial
Consumer’s first purchase of focal
brand.




Brand trial objectives
Retrial objectives
Brand-switching objectives
Category trial objectives
Options for Behavioural
Objectives
2.

Repeat Purchase
A consumer’s continued purchase of a
focal brand within a specified time
period.

Repeat-purchase objectives
Options for Behavioural
Objective
3.


Purchase-Related Behaviour
An action taken by consumers which
will lead to a higher probability of
purchasing the brand.
Consumer seeks some amount of
information about, or experience with,
the brand.

Purchase-related behaviour objectives
Options for Behavioural
Objectives
4.

Repeat Consumption
The continued consumption of a brand
once purchased.

Repeat-consumption objectives
Options for Communication
Objectives

Can be viewed as a universal framework
for:
A specific communication  One print ad or
television commercial
 A specific campaign  Advertising or
sponsorship
 A complete IMC program  All promotional
tools

Options for Communication
Objectives
Category need
1.
•
2.
3.
4.
5.
Whether the target audience feels the
need to purchase within the actual product
category.
Brand awareness
Brand attitude
Brand purchase intention
Brand purchase facilitation
Questions

You are in a meeting to discuss plans for a new advertising and
promotional program for your company. The vice president of marketing
opens the meeting by stating there is only one objective for the new
campaign—to increase sales. How would you respond to this statement?

Discuss three situations where sales are an appropriate measure
of the effects of advertising or other marketing communications
element.

You are the advertising manager for an established brand of laundry
detergent and have just fought hard to have the promotional budget for
the brand increased by 10 percent. You have just received a report for
the latest quarter that shows sales did not change despite the increase in
advertising spending. The marketing vice president is concerned about the
lack of increase in sales and wants you to explain the problem
respond?
.
How might you