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Communications Objectives

Communications Objectives. Category need : Earning an MBA boosts salaries an average of 35% Brand awareness : University of Houston has a variety of MBA programs Brand attitude : An amazing number of CEO’s are Bauer alums Purchase intention: Come to our orientation this month, at…….

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Communications Objectives

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  1. Communications Objectives • Category need: Earning an MBA boosts salaries an average of 35% • Brand awareness: University of Houston has a variety of MBA programs • Brand attitude: An amazing number of CEO’s are Bauer alums • Purchase intention: Come to our orientation this month, at……

  2. Design the Communications • Message/Creative strategy • Informational appeal: the audience learns something • Transformational appeal: someone who uses this brand now has a “transformed” experience • Message source: a testimonial?

  3. Select Communication Channels • Personal communication channels • Nonpersonal communication channels • Integration of communication channels: What can we do as communicators to influence opinion leaders by something we say in an ad? (the two-step flow of communication) See pp. 285-286

  4. Establish the Budget • Affordable • Percentage-of-sales • Competitive parity • Objective-and-task: This is the method marketers like.

  5. Communication Guidelines: • If you don’t have a product that merits repeat purchase, fix it before you promote it. • If you can’t afford repeat exposures, choose a smaller target audience. • Promotion that says “We exist” is not worth paying for. • Promotion that says “We’re cheap” is not worth paying for if buyers don’t know who you are.

  6. IN GENERAL, you might figure on spending at least: • $5,000 to reach 100 people by personal selling (could be far more, of course) • $200 to reach 100 people by telemarketing • $100 to reach 100 people by direct mail • $5 to reach people by media advertising • A major “it depends” for Web ads, but you may be charged by click-through Plus production costs for advertising, especially high for TV commercials

  7. Developing Effective Marketing Communications Cost-Effectiveness of Different Promotional Tools at Different Buyer-Readiness Stages

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