Value of Objectives
Objectives
Characteristics of Objectives
Attainable
Realistic
Measurable
Objectives
Specific
Communications Objectives
Derived from the overall marketing plan More narrow than marketing objectives Based on particular communications tasks Designed to deliver appropriate messages Focused on a specific target audience
Vs.
$ALE$
Competition
Product quality
Distribution
Technology
Price
The economy
FYT
A. It is easy to translate sales goals into communications objectives ? B. It can be difficult to determine the relationship between communications objectives and sales performance ? C. Communications objectives cannot serve as operational guidelines to the planning, execution, and evaluation of the promotional program ? D. Marketing managers do not recognize the value of setting communications objectives ?
Affective
Competitive ads Argumentative copy Image copy Status, glamour appeals Announcements Descriptive copy Classified ads Slogans, jingles, skywriting Teaser campaigns
Awareness
Awareness
Comprehension Comprehension
Conviction
Action
Cons
Problems with the response hierarchy Sales objectives
Measurement of stages
Less subjective
Acting on Consumers
Dollars
Goals
Budgeting Approaches
1. Top-Down Budgeting
Arbitrary Allocation
Top Management
Percentage of Sales
Return on Investment
Affordable Method
2. Bottom-Up Budgeting
Total Budget Is Approved by Top Management
Estimate Costs Associated with Tasks (determine costs of advertising, promotions, etc.)
High
Increase to Defend
Low