Chapter 5 - Objectives for the IMC Plan PDF

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Chapter Five : Objectives for the IMC Plan  Advertising objectives are used for communication  Planning decision making and measurement/evaluation  3 stages of objectives are, communications, planning and decision making, and measurement and evaluation of results o Marketing objections must be smart goals, and are for the whole marketing plan o If objectives are sales focused it may be hard to measure the impact of an Ad due to the carryover effect o Behavioral objectives are different for each target audience o Communications objectives are statements of what consumers will take away from an ad  DAGMAR = Designing advertising goals for measured results o The communication task should be formatted  Awareness  Comprehension  Conviction  Action o Benchmark measures must be established in order to know the level of the goal the consumer has  What to measure  Response  Behavior  Action o Advertising objectives are usually over the course of 1 year as a lot can change over time in terms of preferences and environment

o Communication effects pyramid guides promotional objective setting. Lower levels must be completed first.

 Clear behavioral objectives must be set for each target audience o Trial purchasers are where the consumer has not previously incurred o Types of trial purchases include  Brand Trials  Brand trial objectives (age)  Brand retrial (after time)  Category trial (new to industry)  Brand switching (from competitor) o Repeat purchasers are when a consumer routinely purchases a good  Repeat consumer objectives are designed to increase the amount of purchases a loyal customer makes (quantity) o 3 factors considering when designing objectives  Purchase frequency  Purchase Amount  Purchase Timing

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o Shopping behavior is an action consumers take that will lead them to purchase  Setting communication objectives for IMC o Factors influencing objectives  Category needs (reminded or emphasized)  Brand awareness (Recall or recognition)  Brand Attitude (Establish, maintain, Increase)  Brand Purchase Intention (Assume, generate)  Direct response ads seek sales objectives

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