Establishing objectives and budgeting
1 / 13

Establishing Objectives and Budgeting - PowerPoint PPT Presentation

  • Uploaded on

Establishing Objectives and Budgeting. Sam Skreen. Setting GOALS (Objectives) Specific Measureable Attainable Realistic Quantifiable. SMARQ!. Nature of Objectives. “Look at your sales, now look at me, now look back at your sales.”. Ad campaign increased sales by 107%. $UCCE$$!.

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about ' Establishing Objectives and Budgeting' - bunme

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Establishing objectives and budgeting

Establishing Objectives and Budgeting

Sam Skreen

Nature of objectives


Nature of Objectives

Sales objectives

“Look at your sales, now look at me, now look back at your sales.”

Ad campaign

increased sales by 107%


Sales Objectives

Communication objectives

Sent appropriate message sales.”

to target consumers

Builds long term

brand direction

Communication Objectives


Firms must ensure the sales.”

objectives are within their budget

Advertisers MUST communicate

the value generated by the ad campaign



D sales.”efine


Goals for





Creative strategy planning and development

Creative sales.”Strategy Planning and Development

Monica Oedegaard

Old spice commercial smell like a man man

Old Spice commercial: “Smell like a man, man”

Old spice before the launch of smell like a man man

  • Over the last seven years the body cleansing category has been changing dramatically

  • Males who used to buy low price traditionally bar soaps have become increasingly willing to experiment with more involved shower products

  • Old Spice’s target audience: 13-34 years old males.

  • Some problems when target audience expressed confusion; overly feminine, “not for me”.

Old Spice, before the launch of “Smell like a man, man”

Smell like a man man

  • In 2010, they launched the “Smell like a man, man” commercial to try a new approach where their goal was to reach out with an ad that man and woman would enjoy together.

  • The creative team wanted to position the product as “helping guys navigate the seas of manhood”

  • Within two months of its launch it became a sensation on the internet and gained more than 8 million hits on YouTube.

“Smell like a man, man”


  • Nearly commercial 105 million YouTube views of the campaign

  • 1.2 billion earned media impressions

  • 2700% increase in Twitter followers

  • 800% increase in Facebook fan interaction

  • 300% increase in traffic to




Thank you
Thank you! A. Belch (Chapter 8, page 257-258)