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Value of Objectives
Objectives
Characteristics of Objectives
Attainable
Realistic Objectives
Measurable
Specific
Communications Objectives
Derived from the overall marketing plan More narrow than marketing objectives Based on particular communications tasks Designed to deliver appropriate messages Focused on a specific target audience
Vs.
$ALE$
Competition
Product quality
Distribution
Technology
Price
The economy
Affective
Competitive ads Argumentative copy Image copy Status, glamour appeals Announcements Descriptive copy Classified ads Slogans, jingles, skywriting Teaser campaigns
Cognitive
Awareness
70% Knowledge
90% Awareness
Awareness
Comprehension Comprehension
Conviction
Action
Cons
Problems with the response hierarchy Sales objectives
Measurement of stages
Less subjective
Acting on Consumers
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Dollars
Goals
Marginal Analysis
Sales Sales in $
Gross Margin
Ad. Expenditure
Increase Spending
Hold Spending
If the increased cost is equal to the incremental (marginal) return. If the increased cost is more than the incremental (marginal) return
Decrease Spending
Range A
Range B
Range C
Advertising Expenditures
Advertising Expenditures
Top-Down Budgeting
Arbitrary Allocation
Top Management
Percentage of Sales
Return on Investment
Affordable Method
Bottom-Up Budgeting
Total Budget Is Approved by Top Management
Media Expenditures
High
Increase to Defend
Low