Marketing vs Communication Objectives PDF

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Marketing vs Communication Objectives...

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Marketing vs Communication Objectives Marketing Objectives are to be accomplished by overall marketing program within given time period Defined in terms of specific measurable outcomes Communication Objectives How objectives of marketing plan are to be accomplished Role of advertising and promotions NOT defined in terms of sales, profit or market share Problems of Sales Objectives Sales are influenced by many external factors and are not dependent on advertising alone No immediate impact of advertising: carryover effects What influences sales? Economy Advertising Weather Price Distribution Product Quality Income of the People Competition Solution: Psychological Objectives for Brand Communication Based on notion that attitudes have direct influence on behavior Advertising has to build up attractive brand image and positive consumer attitudes before selling products Defining Advertising Goals Cognitive goals: awareness and knowledge Affective goals: emotions, sympathy, image Behavioral goals: buying behavior, intentions, recommendations, information search Psychological Advertising Goals Psychological objectives of brand communication are often defined in a hierarchial order that serves as a checklist for advertising goals on different levels -> NO empirical evidence for the model Consumer moves along linear sequence before buying a product...