Академический Документы
Профессиональный Документы
Культура Документы
Objective Setting
and Budgeting
Inform the trade (wholesalers, agents or Personal selling and trade-oriented advertising
brokers, and retailers) and consumers about
brand improvements
Provide customers with reasons for buying Advertising and sales promotions
immediately instead of delaying a purchase
Hierarchy of
Marcom Effects
Advertisement
Illustrating
Hierarchy of
Marcom Effects
Sales Objectives
The marcom objective literally is to increase sales by
a particular amount.
The Traditional Using sales response as the objective for a branded products
marcom effort is unsuitable for two reasons:
View A host of factors (e.g., advertising, sales promotions, and other
(Thesis) elements of the marcom program) can affect sales.
Marcoms effect on sales is typically delayed, or lagged.
Accountability Companies and their chief executives and financial officers are
demanding greater accountability from marcom programs
Perspective Efforts should not also be made to assess whether marcom
(Synthesis) affects pre-sales goals.