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Chapter 5. Objectives for the IMC Plan. Chapter Objectives. To recognize the value of setting specific objectives for advertising and promotion. To know the difference between marketing and communication objectives and the issues regarding the use of each. Chapter Objectives.
Chapter 5

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Slide 1

Chapter 5

Objectives for the IMC Plan

Slide 2

Chapter Objectives

  • To recognize the value of setting specific objectives for advertising and promotion.

  • To know the difference between marketing and communication objectives and the issues regarding the use of each.

Chapter 5 : Objectives for the IMC Plan

Slide 3

Chapter Objectives

  • To know the historical approaches for setting communication objectives.

  • To understand a comprehensive framework for setting communication and behavioral objectives for all aspects of the IMC plan.

Chapter 5 : Objectives for the IMC Plan

Slide 4

Value of Objectives

  • Communication.

    • Help to orient everyone involved in the IMC program toward one, common goal.

  • Planning and decision making.

    • Serve as criteria for developing plans and making decisions.

  • Measurement and evaluation of results.

    • Provide the standards and benchmarks for evaluating results.

Chapter 5 : Objectives for the IMC Plan

Slide 5

Types of Objectives

Marketing objectives.

  • Statements of what is to be accomplished by the overall marketing program within a given time period.

  • Defined in terms of specific measurable outcomes.

Chapter 5 : Objectives for the IMC Plan

Slide 6

Types of Objectives

IMC Communication objectives.

  • Statements of what the communications will accomplish.

  • Based on the particular communication tasks required to deliver the appropriate messages to the specific target audience.

  • The message is delivered at a relevant point within the targets purchase decision making process and consumption experience.

Chapter 5 : Objectives for the IMC Plan

Slide 7

Types of Objectives

Sales objectives.

  • Carryover effect- money spent on advertising does not necessary have an immediate impact on sales.

  • Sales objectives offer little guidance for planning and development of the IMC program.

  • Poor sales can be the result of many factors.

Chapter 5 : Objectives for the IMC Plan

Slide 8

Promotion

Product Quality

Competition

SALES

Technology

Distribution

The Economy

Price Policy

Factors Affecting Sales

Chapter 5 : Objectives for the IMC Plan

Slide 9

The DAGMAR Approach

Define

Advertising

Goals for

Measuring

Advertising

Results

Chapter 5 : Objectives for the IMC Plan

Slide 10

The DAGMAR Approach

  • Using DAGMAR, an advertising goal involves a communication task that is specific and measurable.

  • It is based on a hierarchical model of the communication process.

    Awareness

    Comprehension

    Conviction

    Action

Chapter 5 : Objectives for the IMC Plan

Slide 11

Characteristics of Objectives

  • Well-Defined Target Audience

  • Concrete Measurable Communication Tasks

  • Existing Benchmark Measure

  • Degree of Change Sought

  • Specific Time Period

  • Specific – Measurable-Attainable-Realistic-Timely

Chapter 5 : Objectives for the IMC Plan

Slide 12

Limitations of DAGMAR

  • Problems with response hierarchy

    • Consumers do not always go through this sequence of the communication effects before making a purchase.

  • Practicality and costs

    • Research costs more than it is worth.

  • Inhibition of creativity

    • Imposes too much structure.

Chapter 5 : Objectives for the IMC Plan

Slide 13

Comprehensive Response Model Applications

Lavidge and Steiner Hierarchy of

Effects Model

  • As consumers proceed through the three stages, they move closer to purchase.

    Cognitive -- Affective -- Conative

  • Consumers are not expected to respond to advertising immediately.

  • Ads must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur.

Chapter 5 : Objectives for the IMC Plan

Slide 14

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Conative

Realm of motives.

Ads stimulate or direct desires.

Affective

Realm of emotions.

Ads change attitudes and feelings

Cognitive

Realm of thoughts.

Ads provide information and facts.

Point of purchase

Retail store ads, Deals

“Last-chance” offers

Price appeals, Testimonials

Competitive ads

Argumentative copy

“Image” copy

Status, glamour appeals

Announcements

Descriptive copy

Classified ads

Slogans, jingles, skywriting

Teaser campaigns

Effects of Advertising on Consumers

Chapter 5 : Objectives for the IMC Plan

Slide 15

Communications EffectsPyramid

  • Lower level objectives such as awareness and knowledge or comprehension must be accomplished first.

  • The initial stages are easier to accomplish than than those toward the top.

  • The percentage of prospective customers will decline as they move up the pyramid.

Chapter 5 : Objectives for the IMC Plan

Slide 16

Communications EffectsPyramid

90% Awareness

70% Knowledge

40% Liking

25% Preference

20% Trial

5% Use

Cognitive

Affective

Conative

Chapter 5 : Objectives for the IMC Plan

Slide 17

Advertising Through Media

One-Way

Attitudes

Knowledge

Preference

Conviction

Purchase

Behavior

Linear

Acting on Consumers

Traditional Advertising-Based View of Communications

Chapter 5 : Objectives for the IMC Plan

Slide 18

Advertising Through Media

One-Way

Attitudes

Knowledge

Preference

Conviction

Purchase

Behavior

Linear

Acting on Consumers

Focuses on what the marketer wants to say, when the marketer wants to say it.

Chapter 5 : Objectives for the IMC Plan

Slide 19

Setting IMC ObjectivesTarget Audience

  • In setting the direction for any IMC plan or component, there must be a clear idea of the customer status of the target audience.

  • The key questionIs the communication directed towards current customers or non customers?

Chapter 5 : Objectives for the IMC Plan

Slide 20

Target Audience

Current Customers

  • Brand Loyal Customers – regularly buy the firm’s products.

  • Favorable Brand Switchers – buy the focal brand, but also buy other brands within the product category.

Chapter 5 : Objectives for the IMC Plan

Slide 21

Target Audience

Non-customers

  • New category users – customers not currently purchasing in the focal brand’s product category.

  • Other brand switchers – purchase a few different brands within the product category, but not the focal brand.

  • Other brand loyals – purchase only one brand and are completely loyal.

Chapter 5 : Objectives for the IMC Plan

Slide 22

Behavioral Objectives

Trial

  • Brand trial purchase – a consumers first purchase of a focal brand.

    • Brand trial objectives – are established as consumers naturally enter the market as they reach a certain age or have income.

    • Brand re-trial purchase – a consumers first purchase of a focal brand after some time delay.

      • Brand re-trial objective – focuses on the length of delay between purchases.

Chapter 5 : Objectives for the IMC Plan

Slide 23

Behavioral Objectives

Trial

  • Category trial objective

    • Category trial purchase – a consumers first purchase in a product category that the consumer had not purchased previously.

  • Repeat purchase

    • A customers continued purchase of a focal brand within a specified time period.

      • Repeat purchase objective – how often to purchase, how much to purchase, when to purchase.

Chapter 5 : Objectives for the IMC Plan

Slide 24

Behavioral Objectives

Purchase Related Behaviour

  • An action that consumers take that will lead to a higher probability of consumption.

    Repeat Consumption

  • The continued consumption of a brand once purchased.

    • Repeat Consumption Objective – For communicating with current brand purchasers who have the product.

Chapter 5 : Objectives for the IMC Plan

Slide 25

Communication Objectives

  • Category Need

    • Pertains to whether the target audience feels the need to purchase within the actual product category.

      • Category can be: omitted, reminded or emphasized

  • Brand Awareness

    • Creating a deeper understanding and knowledge of the brand.

      • Forms of Brand Awareness: recognition and recall

Chapter 5 : Objectives for the IMC Plan

Slide 26

Communication Objectives

  • Brand Attitude

    • Prior understanding of the existing brand attitude is needed to choose an option.

      • Brand Attitude Options: established, maintained, increased, modified, or changed.

  • Brand Purchase Intention

    • Brand Purchase is assumed or generated.

  • Purchase Facilitation

    • Purchase facilitation is included or omitted.

Chapter 5 : Objectives for the IMC Plan


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