Post on 11-Mar-2020
PRA405 - Campaign Design in IMC
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
Steps in Designing IMC Campaign
Step 1. Situational analysis
Step 6. Setting the budget
Step 3. Setting objectives
Step 4. Strategic decision-making
Step 5. Operational decision-making
Step 2. Identifying the target audiences
Step 7. Implemantation
Step 8. Campaign evaluation.
Steps in Designing IMC Campaign
Setting Objectives
where do we want to go?...
What is Objective?
An objective is the goal or aim or end result that one seeking to achieve.
From IMC point of view ;what marketers want to accomplish with marketing communication.
Focus &Coordination
Focus &Coordination
Plans &Decisions
Plans &Decisions
Measurement& Control
Measurement& Control
Plans &Decisions
Plans &Decisions
Focus &Coordination
Focus &Coordination
Value of Objectives
ObjectivesObjectives
Benefits of Setting Objectives
� it gives a target to aim to, therefore all actions and efforts will be focused on attaining the objective instead of being inefficiently used;
�gives participants a sense of direction, a glimpse of where they’re going to;
�motivates the leaders and their teams, since it is quite the custom of establishing some sort of reward once the team successfully completed a project;
�offers the support in evaluating the success of an action or project.
Marketing Objectives
Marketing Objectives
• Generally stated in the firm’s marketing plan
• Achieved through the overall marketing plan
• Quantifiable, such as sales, market share, ROI
• To be accomplished in Specific time period• Must be realistic and
attainable to be effective
• Generally stated in the firm’s marketing plan
• Achieved through the overall marketing plan
• Quantifiable, such as sales, market share, ROI
• To be accomplished in Specific time period• Must be realistic and
attainable to be effective
Marketing Objectives
Marketing Objectives
Marketing Versus Communications Objectives
Communications Objectives
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
• 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.Vs.
Theeconomy
TheeconomyDistributionDistribution TechnologyTechnology PricePrice
Advertising and
promotion
Advertising and
promotionCompetitionCompetition Product
quality
Productquality
PricePriceTechnologyTechnologyDistributionDistribution
Productquality
ProductqualityCompetitionCompetition
Advertising and
promotion
Advertising and
promotion
Many Different Factors Affect Sales
$ALE$$ALE$
Marketing Objectives
• Increase unit sales of product/brand X by 10 per cent over the next 12 months
• Increase market share by 5 per cent over the next 8 months
• Increase distribution penetration from 25 per cent to 50 within 12 months;
• Establish a network of distributors covering İzmir, Ankara, İstanbul, Antalya, Bursa
Communications Objectives
• To increase awareness of Nokia N73 from 35 percent to 50 per cent within 8 weeks of the campaign launch among 25-45 year-old A, B, C1 women
• To position the service as the friendliest on the market within 12-month period among 70 per cent of heavy chocolate users
• To reposition Tuborg from an old, unfashionable, older man’s drink to fashionable younger person’s drink over 2 years among 25-45 year-old male drinkers
• To maintain brand X as the preferred brand (or number one brand) of photocopiers among at least 50 percent of current Turkish buyers in companies with 500+ employees
Models of the Response Process
The DAGMAR Approach
DefineAdvertisingGoals forMeasuringAdvertisingResults ______________________
AwarenessAwareness__________________
ConvictionConviction
ComprehensionComprehension______________________
________________________
Communication Process
Communications Objectives
Awareness
Comprehension
Conviction
Action
AIDA DAGMAR
The DAGMAR Approach
ActionAction
AwarenessAwarenessAwarenessAwareness
ConvictionConviction
ComprehensionComprehensionComprehensionComprehension
ConvictionConviction
Existence of___________
What the _____is and what _____________for the consumer
Mental disposition to _____the product
________the product
Pros and Cons of DAGMAR
Problems with the response hierarchy
Problems with the response hierarchy
Assessment of campaign effectiveness
Assessment of campaign effectiveness
ProsPros ConsCons
Sales objectivesSales objectives
Practicality and costPracticality and cost
Inhibition of creativityInhibition of creativity
Value of communication-based objectives
Value of communication-based objectives
Measurement of stagesMeasurement of stages
Less subjectiveLess subjective
Problems with the response hierarchy
Problems with the response hierarchy
Assessment of campaign effectiveness
Assessment of campaign effectiveness
Sales objectivesSales objectives
Practicality and costPracticality and cost
Value of communication-based objectives
Value of communication-based objectives
Measurement of stagesMeasurement of stages
Less subjectiveLess subjective
Advertising and Movement Toward Action
Teaser campaigns
AffectiveRealm of emotions.Ads change attitudes and feelings
CognitiveRealm of thoughts.Ads provide information and facts.
ConativeRealm of motives.Ads stimulate or direct desires.
“Image” copyStatus, glamour appeals
AnnouncementsDescriptive copyClassified adsSlogans, jingles, skywriting
Competitive adsArgumentative copy
Point of purchaseRetail store ads, Deals“Last-chance” offersPrice appeals, Testimonials
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
20% TrialConative
40% LikingAffective
90% AwarenessCognitive
5% Use
70% Knowledge
25% Preference
90% Awareness
70% Knowledge
40% Liking
25% Preference
20% Trial
Pyramid of Communications Effects
X Shampoo• Objective 1: Create awareness among %90 of the target audience.
Use repetitive advertising in newspaper, magazines, TV and radioprograms. Simple message
• Objective 2: Create interest in the brand among %70 of the target audience. Communicate information about the features and benefits of the brand-i.e., that it contains no soap and improves the texture of the hair. Use more copy in ads to convey benefits.
• Objective 3: Create positive feelings about the brand among %40 and preference among %25 of the target audience. Create favourable attitudes by conveying information, promotion sampling, etc. refer consumer to website for more information, beauty tips, etc.
• Objective 4: Obtain trial among %20 of target audience. Use sampling and money-off coupons along with advertising and promotion. Offer coupons through websites.
• Objective 5: Develop and maintain regular use of X Shampoo among %5 of the target audience. Use continued-reinforcement advertising, fewer coupons and promotions. ıncrease communications efforts to professionals.
• Specific
• Measurable
• Attainable
• Realistic
• Timely
Be SMART!Be SMART!....
Characteristics of Objectives
SMART
1. Be SPECIFIC!
"specific" illustrates a situation that is easily identified and understood.
Example: "I need this report in several copies","I need this report in 5 copies“"Get in shape." "Join a health club and workout 3 days a week."
SMART
2. Be MEASURABLE!
we mean there is a stringent need to have the possibility to measure, to track the action(s) associated with the given objective.
Example: "our business must grow" "our business must grow in sales volume with 20%"
SMART3. Be ATTAINABLE! (achievable)
Always set objectives that have a fair chance to be met: of course, they don't need to be "easily" attained, you're entitled to set difficult ones as long as they're realistic and not futile.
Example: "becoming no. 1 movers within the country". "reaching the Top 5 fastest growing movers company in the country".
SMART
4. Be REALISTIC!
• Realistic - To be realistic, a goal must represent an objective toward which you are both willing and able to work.
• Specific (concrete, detailed, well defined),
• Measurable (numbers, quantity, comparison),
• Attainable Achievable (feasible, actionable),
• Realistic (considering resources)
• Timely (a defined time line).
Be SMART!Be SMART!....
Characteristics of Objectives
SMART
5. Be TIMELY!
Any usable and performable objective must have a clear timeframe of when it should start and/or when it should end.
Example:"we need to raise profit by 500000 units", "we need to raise profit by 500000 units within 6 months from now"
Balancing Objectives and Budgets
Dollars Goals
What we’re willing and able to_____
What we need to achieve our_______