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Establishing
Objectives and
Budgeting for the
Promotional
Program
Value of Objectives
Communications
Objectives facilitate coordination of the
various groups
Marketing objectives
Identify what is to be
Integrated marketing
communications objectives
Statements of what various
marketing program
will accomplish
communications tasks
Must be quantifiable,
realistic, and attainable
Sales-Oriented Objectives
Aim to increase sales
Require economic justification
Required to produce quantifiable
results
Based on the achievement of sales
results
7-4
7-5
Communications Objectives
Set using models wherein consumers
pass through three stages
Cognitive
Affective
Conative
7-7
Communications Objectives
Conative
(behavioral)
Ads stimulate or
direct desires
Purchase
Purchase intentions
Affective (feeling)
Ads change attitudes
and feelings
Favorable attitudes
and image
Cognitive (thinking)
Ads provide
information and facts
Brand knowledge
and interest
Brand awareness
7-8
5% Use
20% Trial
25% Preference
40% Liking
70% Knowledge/comprehension
90% Awareness
7-9
7-10
Characteristics of Objectives
Concrete,
measurable tasks
Well-defined
audience
Benchmark
measures
Specified
time period
7-11
7-12
Figure 7-6
: The San Diego Zoo Sets Objectives for
Various Promotional Elements
7-14
Type of Objectives
Marketing Objectives
Sales Objectives
Communication Objectives
Communication Effects Pyramid
7-15
What were
willing and
able to spend
What we need
to achieve our
objectives
7-16
7-17
Return on
Investment
Competitive
Parity
Base on
competitors' spending
Affordable
Method
What is felt
to be necessary
Top
Management
Arbitrary
Allocation
Percentage
of Sales
Base on sales
of product
7-18
Build-Up Approaches
Objective and Task Method: Figure 7-18
7-19
Isolate objectives
Determine tasks required
Budgeting
Top Down
Build Up
1.
2.
3.
4.
5.
1.
Affordable Method
Arbitrary Allocation
Percentage of Sales
Competitive Parity
Return on Investment
Objective
and Task
Approach
7-21
7-23
7-24
Organizational Characteristics
Factors that influence advertising and
promotion budgets
Organizational structure
Power and politics
Use of expert opinions
Characteristics of the decision maker
Approval and negotiation channels
Pressure on senior managers to arrive
at the optimal budget
7-25