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Marketing Objectives
IMC Objectives
Promotion
Product Quality Competition
Knowledge Announcements
Cognitive Descriptive copy
Realm of thoughts. Classified ads
Slogans, jingles, skywriting
Ads provide
information and facts. Awareness Teaser campaigns
Inverted Pyramid of Communications Effects
90% Awareness
70% Knowledge
40% Liking
25% Preference
20% Trial
5% Use
The DAGMAR Approach
Define
Advertising
Goals for
Measuring
Advertising
Results
Characteristics of Objectives
One-Way
Purchase
Attitudes Knowledge Preference Conviction
Behavior
Linear
Acting on Consumers
Budgeting Decisions
Ad. Expenditure
Profit
Point A
Advertising / Promotion in $
BASIC Principles of Marginal Analysis
Assumption:
Sales are the principal objective of
advertising and/or promotion.
Assumption:
Sales are the result of advertising
and promotion and nothing else.
Advertising Sales/Response Functions
Incremental Sales
Little Effect
Initial Spending
High Effect
Middle Level
Little Effect
High Spending
Range A Range B Range C
Advertising Expenditures
Advertising Expenditures
Top-Down Budgeting
Establish Objectives
(create awareness of new product among
20 percent of target market)
Client/Agency Policies
Size of Market
Market Potential
Market Share Goals
Market Share and Economies of Scale
Organizational Characteristics
Share of Voice and Ad Spending