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Establishing Objectives and Budgeting. Sam Skreen. Setting GOALS (Objectives) Specific Measureable Attainable Realistic Quantifiable. SMARQ!. Nature of Objectives. “Look at your sales, now look at me, now look back at your sales.”. Ad campaign increased sales by 107%. $UCCE$$!.
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Establishing Objectives and Budgeting Sam Skreen
Setting GOALS (Objectives) • Specific • Measureable • Attainable • Realistic • Quantifiable SMARQ! Nature of Objectives
“Look at your sales, now look at me, now look back at your sales.” Ad campaign increased sales by 107% $UCCE$$! Sales Objectives
Sent appropriate message to target consumers Builds long term brand direction Communication Objectives
Firms must ensure the objectives are within their budget Advertisers MUST communicate the value generated by the ad campaign Budgeting
Define Advertising Goals for Measuring Advertising Results DAGMAR
Creative Strategy Planning and Development Monica Oedegaard
http://www.youtube.com/watch?v=owGykVbfgUE Old Spice commercial: “Smell like a man, man”
Over the last seven years the body cleansing category has been changing dramatically • Males who used to buy low price traditionally bar soaps have become increasingly willing to experiment with more involved shower products • Old Spice’s target audience: 13-34 years old males. • Some problems when target audience expressed confusion; overly feminine, “not for me”. Old Spice, before the launch of “Smell like a man, man”
In 2010, they launched the “Smell like a man, man” commercial to try a new approach where their goal was to reach out with an ad that man and woman would enjoy together. • The creative team wanted to position the product as “helping guys navigate the seas of manhood” • Within two months of its launch it became a sensation on the internet and gained more than 8 million hits on YouTube. “Smell like a man, man”
Nearly 105 million YouTube views of the campaign • 1.2 billion earned media impressions • 2700% increase in Twitter followers • 800% increase in Facebook fan interaction • 300% increase in traffic to http://oldspice.com Numbers:
“Advertising and Promotion” by George E. Belch & Michael A. Belch (Chapter 8, page 257-258) • http://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf Sources:
