广告目标与预算-Advertising-Objectives-and-Budgeting.ppt

* Relation to textThis slide relates to material on pp. 193-194 of the text. Summary OverviewThis chapter examines the nature and purpose of objects and the role they play in guiding the development, implementation, and evaluation of an IMC program. The value of setting objectives include the following: Focus and coordination – setting objectives facilitates the coordination of the various groups working on the campaign. The advertising and promotional program must be coordinated within the company, inside the ad agency, and between the two as well as with any other communication agencies involved with the campaign Planning and decision-making – specific promotional objectives guide the development of the integrated marketing communications plan. They also guide decisions regarding strategic and tactical issues such as creative options, media selection, and budget allocation. Measurement and control – objectives provide a benchmark against which the success or failure of the promotional campaign can be measured. Use of this slideThis slide can be used to introduce the importance of setting advertising and promotion objectives. Specific objectives are needed to coordinate and guide the development of the promotional program, as well as provide a benchmark against which performance can be measured and evaluated. * Relation to textThis slide relates to material on pp. 193-194 of the text. Summary OverviewThis slide summarizes the characteristics of good objectives and shows that they should be: Realistic Attainable Measurable Specific Not mutually exclusive Use of this slideThis slide can be used to discuss the various characteristics of good communication and promotional objectives. While the task of setting good objectives can be complex and difficult, it must be done properly as specific objectives are the foundation upon which all advertising and promotional decisions are made. * Relation to textThis material relates to material on pp. 212 of the t