推广策略06-objectives and budget.pptVIP

Establishing Objectives and Budgeting for the Promotional Program Stages in IMC Planning Process Introduction: Review of the Marketing Plan Situation analysis Establish objectives Determine budgets Develop IMC program Implement IMC program Monitor and Evaluate IMC program Common Objectives Create and maintain a brand image Increase customer awareness and curiosity change consumer’s beliefs and attitudes about a brand influence purchase intentions simulate trial use convert one-time users into repeat purchasers switch consumers from competing brands encourage brand loyalty stimulate more frequent use increase sales Communication versus Sales Objectives Sales Objectives based on sales, market share, profit, or ROI Communication Objectives specific communication tasks based on response hierarchy recognizes that sales are not always primary goal Not all Ads are Designed to Achieve Sales Some Communications Use Nontraditional Methods Problems With Sales Objectives Sales are a function of many factors, not just advertising and promotion. Effects of IMC tools such as advertising often occur over an extended time period. Sales objectives provide little guidance to those responsible for planning and developing the IMC program Many Factors Influence Sales Advertising and Movement Toward Action When Sales Objectives Are Appropriate For promotional efforts that are direct action in nature and can induce an immediate behavioral response. Sales promotion Direct response advertising Retail advertising for sales or special events When advertising plays a dominant role in a firm’s marketing program and other factors are relatively stable When sales effects of an IMC variable can be isolated. Sales Objectives are Appropriate for Direct Response Advertising Sales As Advertising Objectives Communication Objectives Pyramid of Communications Effects The DAGMAR Approach Characteristics of Objectives Concrete, Measurable Communication Tasks Well-Defined Target Audience Have an Existi