Objectives for the IMC Plan

1. Objectives for the IMC Plan

2. Communications Planning and Decision Making Measurement and Evaluation of Results Value of Objectives Objectives Communications Planning and Decision Making

3. 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 Marketing Versus Communications Objectives Vs.

4. Promotion Competition Product Quality Distribution Technology Price Policy The Economy Problems with Using Sales as A Communications Objective $ALE$ Promotion Competition Product Quality Distribution Technology Price Policy

5. 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.

6. 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.

7. 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 direct-response advertising.

8. Direct Response Ads Seek Sales

9. 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

10. 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.

11. The DAGMAR Approach Define Advertising Goals for Measuring Advertising Results

12. The DAGMAR Approach • Recognition that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.

13. 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

14. DAGMAR Definition of Objectives Target Audience Objectives Benchmark and Degree of Change Sought Concrete, Measurable Tasks Specified Time Period

15. Conative 20% Trial Affective 40% Liking Cognitive 90% Awareness Pyramid of Communications Effects 5% Use 20% Trial 25% Preference 25% Preference 40% Liking 70% Knowledge 70% Knowledge 90% Awareness

16. Many Ads Seek Communication Objectives

17. Setting Objectives Using the Communications Effects Pyramid Figure 4-5

18. Image ads can have a strong effect on preference

19. R&P Perspective Objectives  Related to behaviour or communication

20. 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.

21. Options for Behavioural Objectives • Trial • Consumer’s first purchase of focal brand. • Brand trial objectives • Retrial objectives • Brand-switching objectives • Category trial objectives

22. Options for Behavioural Objectives • Repeat Purchase • A consumer’s continued purchase of a focal brand within a specified time period. • Repeat-purchase objectives

23. Options for Behavioural Objective • 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

24. Options for Behavioural Objectives • Repeat Consumption • The continued consumption of a brand once purchased. • Repeat-consumption objectives

25. 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

26. Options for Communication Objectives • Category need • Whether the target audience feels the need to purchase within the actual product category. • Brand awareness • Brand attitude • Brand purchase intention • Brand purchase facilitation

27. 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.How might you respond?