Lecture 2 IMC目标设定.ppt

* * * * * * * * * * * * * * * * * * * * * ? 2010 South-Western, a part of Cengage Learning. All rights reserved. ? 2010 South-Western, a part of Cengage Learning. All rights reserved. Advertising Sales Promotion Lecture 2 IMC Objective Setting and Budgeting 1–* ? 2010 South-Western, a part of Cengage Learning. All rights reserved. 6–* Understand the process of marcom objective setting and the requirements for good objectives. Appreciate the hierarchy-of-effects model and its relevance for setting marcom objectives. Comprehend the role of sales as a marcom objective and the logic of vaguely right versus precisely wrong thinking. Know the relation between a brand’s share of market (SOM) and its share of voice (SOV) and the implications for setting an advertising budget. Understand the various rules of thumb, or heuristics, that guide practical budgeting. Chapter Objectives ? 2010 South-Western, a part of Cengage Learning. All rights reserved. 6–* ? 2010 South-Western, a part of Cengage Learning. All rights reserved. 6–* Setting Marcom Objectives Marcom Objectives Goals that the various marcom elements aspire to achieve individually or collectively during a scope of time such as a business quarter or fiscal year Setting Marcom Objectives Is an expression of management consensus Guides the budgeting, message, and media aspects of advertising strategy Provides standards against which results can be measured ? 2010 South-Western, a part of Cengage Learning. All rights reserved. 6–* Marcom Objectives and Tools Marcom Objective Marcom Tool Facilitate the successful introduction of new brands Brand naming and packaging, advertising, sales promotions, word-of-mouth buzz generation, and point-of-purchase (P-O-P) displays Build sales of existing brands by increasing the frequency of use, the variety of uses, or the quantity purchased Advertising and sales promotions Inform the trade (wholesalers, agents or brokers, and retailers) and consumers about brand improvements Persona