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Marketing Communications Objective Setting Asia-Pacific Marketing Federation Certified Professional Marketer Copyright Marketing Institute of Singapore Organization 1. Introduction 2. Types of Objectives 3. Hierarchy of Effects Model 4. Product Involvement Introduction Promotional Objectives are the goals of the promotional activities. Serve to: (a) facilitate the planning of the campaign, and (b) set the standard to evaluate the campaign effort Important to set appropriate objectives Criteria for Appropriate Objectives Consistent with corporate and marketing objectives Clear Defines the target audience and quantifies the desired response Achievable yet Demanding Establish Time Schedule – If too easy waste resources; false sense of security – If too high demoralizing; damage leadership credibility – Recognizes campaign's effectiveness and efficiency Types of Objectives (a) Informing -- About the functional and psychological needs the product satisfies -- Important especially for new products (b) Persuading -- Persuades consumer to move toward some action or attitude -- Appropriate for competitive growth products (c) Reminding -- Reminds that the product is still available -- Suited for mature products In less developed Asian countries, product awareness may be the promotional objective In developed Asian countries where consumers are already aware of product benefits, persuading may be the objective – persuading consumers prefer one brand over another Hierarchy of Effects Models DAGMAR Defining Advertising Goals for Measured Advertising Results. A series of steps through which a brand must climb to gain acceptance. Unaware Aware Comprehension & Image Attitude Action Advtg effects occur over a period of time. Behavior response does not occur immediately. AIDA Attention, gain Interest, create a Desire, and precipitate an Action Represent stages a salesperson must take a customer through in the personal selling process. Product Involvement Effectiveness/Importance of Promotional Mix differ depending on: – High/Low Product Involvement High Involvement Extensive problem solving Awareness Attitude Trial All 4 tools used See Figure: Objectives and Promotion Mix Over Time: High Involvement Product Effectiveness, Importance Objectives and Promotion Mix Over Time: High Involvement Product Awareness 0 Comprehension Conviction Purchase Time + Objectives (a) Awareness -- Due to need recognition -- Competing needs -- Priority ranking of needs (b) Comprehension -- Info search for solution -- Desire to make right decisions (c) Conviction -- Evaluation of alternatives -- Establish criteria Beliefs Attitude (d) Purchase -- Purchase may not be made because: * no purchasing power * product not available * rude salespeople Low Involvement Limited problem solving Awareness Trial Attitude Advertising and sales promotion used See Figure: Objectives and Promotion Mix Over Time: Low Involvement Product Effectiveness, Importance Objectives and Promotion Mix Over Time: Low Involvement Product Advertising Awareness 0 Product Trial Attitude Formation Repeat Purchase Time + (a) Awareness -- Temporal need recognition -- Purchase opportunities must occur at time of need recognition purchase (b) Product trial -- Product choice influenced by brand recall (c) Attitude Formation -- Favorable attitude may not lead to brand loyalty -- Brand loyalty due to inertia -- Easy brand switching thro’ aggressive promotion