Objectives for the IMC Plan
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Objectives for the IMC Plan

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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 5 : Objectives for the IMC Plan.
Objectives for the IMC Plan

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1. Chapter 5 Objectives for the IMC Plan

2. 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.

3. Chapter 5 : Objectives for the IMC Plan 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.

4. Chapter 5 : Objectives for the IMC Plan 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.

5. Chapter 5 : Objectives for the IMC Plan 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.

6. Chapter 5 : Objectives for the IMC Plan 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.

7. Chapter 5 : Objectives for the IMC Plan 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.

8. Chapter 5 : Objectives for the IMC Plan Factors Affecting Sales

9. Chapter 5 : Objectives for the IMC Plan The DAGMAR Approach Define Advertising Goals for Measuring Advertising Results

10. Chapter 5 : Objectives for the IMC Plan 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

11. Chapter 5 : Objectives for the IMC Plan 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

12. Chapter 5 : Objectives for the IMC Plan 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.

13. Chapter 5 : Objectives for the IMC Plan 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.

14. Chapter 5 : Objectives for the IMC Plan Effects of Advertising on Consumers

15. Chapter 5 : Objectives for the IMC Plan Communications Effects Pyramid 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.

16. Chapter 5 : Objectives for the IMC Plan Communications Effects Pyramid

17. Chapter 5 : Objectives for the IMC Plan Traditional Advertising-Based View of Communications

18. Chapter 5 : Objectives for the IMC Plan Focuses on what the marketer wants to say, when the marketer wants to say it.

19. Chapter 5 : Objectives for the IMC Plan Setting IMC Objectives Target 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?

20. Chapter 5 : Objectives for the IMC Plan 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.

21. Chapter 5 : Objectives for the IMC Plan 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.

22. Chapter 5 : Objectives for the IMC Plan 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.

23. Chapter 5 : Objectives for the IMC Plan 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.

24. Chapter 5 : Objectives for the IMC Plan 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.

25. Chapter 5 : Objectives for the IMC Plan 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

26. Chapter 5 : Objectives for the IMC Plan 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.


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