Communication objectives category need brand awareness brand attitude brand purchase intention Interest in product category brand identification in detail to enable purchase or use Known or felt about the brand Desire to try or use the brand.
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Communication objectives category need brand awareness brand attitude brand purchase intention Interest in product category brand identification in detail to enable purchase or use Known or felt about the brand Desire to try or use the brand.
Communication objectives category need brand awareness brand attitude brand purchase intention Interest in product category brand identification in detail to enable purchase or use Known or felt about the brand Desire to try or use the brand.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
Communication objectives category need brand awareness brand attitude brand purchase intention Interest in product category brand identification in detail to enable purchase or use Known or felt about the brand Desire to try or use the brand.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
Download as ppt, pdf, or txt
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Rossiter-Percy Grid
Percy Elliott, 2005
Four Communication Objectives (Percy Elliott, 205)
• Category need • Interest in product category
• Brand awareness • Brand identification in detail to
Integrated Marketing Communications Planning Model Review of marketing plan Promotional program situation analysis Analysis of the communications process
promotion publicity selling marketing interactive objectives objectives objectives objectives objectives objectives Advertising Sales PR/ Personal Direct Internet/ promotion publicity selling marketing interactive strategy strategy strategy strategy strategy strategy message and message and message and Sales message message and message and media strategy media strategy media strategy strategy and media strategy media strategy and tactics and tactics and tactics sales tactics and tactics and tactics
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program Marketing Versus Communications Objectives
•• Generally Generally stated stated in in the the •• Derived Derived from from the the overall overall firm’s firm’s marketing marketing plan plan marketing marketing plan plan •• Achieved Achieved through through the the •• More More narrow narrow than than overall overall marketing marketing plan plan marketing marketing objectives objectives •• Quantifiable, Quantifiable, such such as as Vs. •• Based Based onon particular particular sales, sales, market market share, share, ROI ROI communications communications taskstasks •• To To be be accomplished accomplished in in aa •• Designed Designed to to deliver deliver given given period period ofof time time appropriate appropriate messages messages •• Must Must bebe realistic realistic andand •• Focused Focused onon aa specific specific attainable attainable to to be be effective effective target target audience audience Many Different Factors Affect Sales
$ ALE$ $ALE $
Advertising Advertising Product Product and and Competition Competition quality quality promotion promotion
The The Distribution Distribution Technology Technology Price Price economy economy Balancing Objectives and Budgets
What we’re What we need
willing and to achieve our able to spend objectives Dollars Goals Marginal Analysis
Sales Gross Margin
Sales in $
Ad. Expenditure
Profit Point A
Advertising / Promotion in $ Top-Down Budgeting Methods
Competitive Competitive Parity Parity
Arbitrary Arbitrary Percentage Percentage Allocation Allocation Top of of Sales Sales Top Management Management
Return Return on on Affordable Affordable Investment Investment Method Method Bottom-Up Budgeting
Total Total Budget Budget Is Is Approved Approved by by Top Top Management Management
Cost Cost of of Activities Activities are are Budgeted Budgeted
Activities Activities to to Achieve Achieve Objectives Objectives Are Are Planned Planned
Promotional Promotional Objectives Objectives Are Are Set Set Objective and Task Method Establish Establish Objectives Objectives (create (create awareness awareness of of new new product product among among 2020 percent percent of of target target market) market)
Determine Determine Specific Specific Tasks Tasks Determine Determine Specific Specific Tasks Tasks (advertise (advertise on on market market area television areaother television and and (advertising, (advertising, promotions, promotions, other IMC) IMC) radio radio and and local local newspapers) newspapers)
Estimate Estimate Costs Costs Associated Associated with with Tasks Tasks (determine (determine costs costs of of advertising, advertising, promotions, promotions, etc.) etc.)
Monitor Monitor and and Adjust Adjust (monitor (monitor performance performance and and adjust) adjust) Budget Allocation
2006 Advertising Spend Australia
Medium $m Newspapers 3.793 Free-to-air TV 3.208 (-0.26%) Online 1.001 (+62%) Magazines 749 Radio 925 Outdoor 379 (+7%) Pay-TV 212 (+33%) Cinema 86 Classified directories 1.306 (-10.4%) All Media 11.903 (+3%) Source: CEASA Tomorrow
• Bring 1 print ad for each of the
following communication objectives to the next seminar: – Informational low involvement – Informational high involvement – Transformational low involvement – Transformational high involvement
