Establishing Objectives and Budgeting Sam Skreen.
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Transcript of Establishing Objectives and Budgeting Sam Skreen.
![Page 1: Establishing Objectives and Budgeting Sam Skreen.](https://reader036.fdocuments.us/reader036/viewer/2022062517/56649ef55503460f94c090a8/html5/thumbnails/1.jpg)
Establishing Objectives and Budgeting
Sam Skreen
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Nature of Objectives
• Setting GOALS (Objectives)• Specific • Measureable • Attainable • Realistic • Quantifiable
SMARQ!
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Sales Objectives
Ad campaign increased sales by 107%
“Look at your sales, now look at me, now look back at your sales.”
$UCCE$$!
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Communication Objectives
Sent appropriate message to target consumers
Builds long term brand direction
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Budgeting
Firms must ensure the objectives are within their budget
Advertisers MUST communicate the value generated by the ad campaign
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DAGMAR
Define Advertising Goals forMeasuringAdvertisingResults
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Creative Strategy Planning and Development
Monica Oedegaard
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Old Spice commercial: “Smell like a man, man”
• http://www.youtube.com/watch?v=owGykVbfgUE
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• 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”
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“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.
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• Nearly 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 http://oldspice.com
Numbers:
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Sources:
• “Advertising and Promotion” by George E. Belch & Michael A. Belch (Chapter 8, page 257-258)
• http://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf
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Thank you!