marketing_ppt_1

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Value of Objectives:

Value of Objectives Objectives Focus & Coordination Plans & Decisions Measurement & Control

Characteristics of Objectives:

Characteristics of Objectives Attainable Objectives Realistic Not Mutually Exclusive Specific Measurable

Types of Objectives:

Types of Objectives Sales AS An Advertising Objective Communication As An Advertising Objective

Problems With Sales Objectives:

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

Marketing Versus Communications Objectives:

Marketing Versus Communications Objectives Marketing 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 Communications Objectives Generally stated in the firm’s marketing plan Achieved through the overall marketing plan Quantifiable, such as sales, market share, ROI To be accomplished in a given period of time Must be realistic and attainable to be effective

Problems With Sales Objectives:

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

Many Factors Influence Sales:

Many Factors Influence Sales Product Quality Promotion Distribution Competition Technology The Economy Price Policy SALES

When Sales Objectives Are Appropriate:

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.

Communication Objectives:

Communication Objectives The primary goal of an IMC program is to communicate and planning should be based on communications objectives such as brand awareness, knowledge, interest, attitudes, image and purchase intention