推广策略06-objectives and budget

MBA Intergrated Marketing Communication,推广策略(整合营销沟通)原文投影片

6Establishing Objectives and Budgeting for the Promotional Program

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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 program2011/2/7 2

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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 sales2011/2/7 3

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Communication versus Sales Objectives

Sales Objectives–

based on sales, market share, profit, or ROI

Communication Objectivesspecific communication tasks – based on response hierarchy – recognizes that sales are not always primary goal–

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Not all Ads are Designed to Achieve Sales

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Some Communications Use Nontraditional Methods

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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

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MBA Intergrated Marketing Communication,推广策略(整合营销沟通)原文投影片

Many Factors Influence Sales

Product Quality

Promotion

Competition

Technology

SALES

Distribution

The Economy

Price Policy

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MBA Intergrated Marketing Communication,推广策略(整合营销沟通)原文投影片

Advertising and Movement Toward ActionRelated behavioral dimensions Movement toward purchase Types of promotions and advertising at each step

ConativeRealm of motives. Ads stimulate or direct desires.

Purchase

Point of purchase Retail store ads, Deals “Last-chance” offers Price appeals, Testimonials

Conviction Preference LikingCompetitive ads Argumentative copy “Image” copy Status, glamour appeals Announcements Descriptive copy Classified ads Slogans, jingles, skywriting Teaser campaigns9

AffectiveRealm of emotions. Ads change attitudes and feelings

CognitiveRealm of thoughts. Ads provide information and facts.2011/2/7

Knowledge

Awareness

MBA Intergrated Marketing Communication,推广策略(整合营销沟通)原文投影片

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.2011/2/7 10

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Sales Objectives are Appropriate for Direct Response Advertising

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Sales As Advertising Objectives

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Communication Objectives

The primary goal of an IMC program is to communicate and pla

nning should be based on communications objectives such as brand awareness, knowledge, interest, attitudes, image and purchase intention

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MBA Intergrated Marketing Communication,推广策略(整合营销沟通)原文投影片

Pyramid of Communications Effects5% Use 20% Trial 25% Preference 40% Liking 70% Knowledge 90% Awareness2011/2/7© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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The DAGMAR Approach

Define Advertising Goals for Measuring Advertising Results2011/2/7

Awareness

Comprehension Comprehension

Conviction

Action15

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MBA Intergrated Marketing Communication,推广策略(整合营销沟通)原文投影片

Characteristics of Objectives

Good Objectives Should Include:Concrete, Measurable Communication Tasks Well-Defined Target Audience Have an Existing Benchmark Measure Specify Degree of Change Sought Specific Time Period

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Budgeting Decisions

Budgeting decisions involve determining how much money will be spent on advertising and promotion each year and how the monies will be allocated

Two major decisions Establishing the size of the budget Allocating the budget

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Balancing Objectives and Budgets

What we’re willing and able to spend

Dollars

What we need to achieve our objectives

Goals

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Top-Down Budgeting

Top Management Sets the Spending Limit

The Promotion Budget Is Set to Stay Within the Spending Limit

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Top-Down Approaches

The Affordable MethodWhat we have to spare. What's left to spend.

Arbitrary Allocation MethodNo system. Seemed like a good idea at the time.

Percentage of Sales MethodSet percentage of sales or amount per unit.

Competitive Parity MethodMatch competitor or industry average spending.

Return on Investment MethodSpending is treated as a capital investment.2011/2/7 20

MBA Intergrated Marketing Communication,推广策略(整合营销沟通)原文投影片

Bottom-Up BudgetingTotal Budget Is Approved by Top Management Cost of Activities are Budgeted Activities to Achieve Objectives Are Planned Promotional Objectives Are Set2011/2/7 21