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Establishing Objectives

This document discusses establishing communication objectives for marketing. It provides a 7-step decision making process and covers key aspects of the communication process including the source, message, channel, receiver, response, and feedback. Specifically, it outlines translating a sales goal into specific communication objectives using a revised DAGMAR approach, focusing on awareness, memory for benefits, attitudes, and desired actions. Good IMC objectives are concrete, measurable tasks for a well-defined audience within a specified time period and include benchmark measures.

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William
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19 views

Establishing Objectives

This document discusses establishing communication objectives for marketing. It provides a 7-step decision making process and covers key aspects of the communication process including the source, message, channel, receiver, response, and feedback. Specifically, it outlines translating a sales goal into specific communication objectives using a revised DAGMAR approach, focusing on awareness, memory for benefits, attitudes, and desired actions. Good IMC objectives are concrete, measurable tasks for a well-defined audience within a specified time period and include benchmark measures.

Uploaded by

William
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Establishing Objectives

Ch. 5, 7

1
7-Step Decision Making Process
• Target Market Selection
• Message Strategy
• Communication Objectives
• Creative Strategy
• Media Strategy
• Budgeting
• Research Strategy

2
Communication

Origin: The Latin word, “Communus”

• The passing of information


• The exchange of ideas
• The process of establishing a
commonness or oneness of
thought between a sender and an
receiver

3
Communication in International Marketing

4
The Communication Process

5
The Communication Process

• Source
The person or organization that has information to share
with another person or group.

6
Personal Source in Advertising
• Persons who are involved in the communication of a
promotional message.
– A direct source: A spokesperson who delivers a promotional
message, demonstrates a product or service, and/or endorses a
product or service.
– An indirect source: draw attention to or enhance the appearance
of a promotional message without actually delivering a message
Source Characteristics
• Source Credibility
– Expertise, trustworthiness

• Source Attractiveness
– Familiarity, Likeability, Similarity

• Source Power
9
Encoding

• The process of putting together thoughts, ideas and


information into a symbolic form using words, symbols,
pictures, etc.

Verbal Graphic Musical Animation

10
Message
• The information or meaning the source hopes to convey.

11
Channel
• The method or medium by which the communication
travels from source to receiver.
Personal Channels Nonpersonal Channels

Channels through which two or more Channels of communication that carry


people communicate directly with each messages without personal contact or
other, including face to face, person to feedback, including the media, radio,
audience, or by telephone, fax, Internet, TV, etc.
or mail.

Word of Mouth Personal Selling Print Media Broadcast Media

12
Receiver/Decoding

• Receiver: The person(s) with whom the sender


shares thoughts or information.

• Decoding: the receiver interpreting the message


and coming to an understanding about what the
source is communicating.

13
Receiver/Decoding

14
Noise
• Extraneous factors that can distort or interfere
with adequate reception or comprehension

15
Response and Feedback
• Response: Reaction the receiver has after
seeing, hearing and/or reading the message.
– Observable vs. non-observable response

• Feedback: The part of the receiver’s response


that is communicated back to the sender.

16
Various Forms of Feedback
• A salesman selling computer systems to large
businesses has just made a sales presentation to a
potential account.
• A consumer has just watched an infomercial for a
revolutionary exercise machine on TV.
• An avid book reader has just logged onto the website
of an online merchant such as Amazon.com.
• TV viewers watching a TVB hit show were interrupted
by an inserted commercial for Lipton Ice Tea.

17
The Nature of Communication

18
The Response Process: Traditional Response Hierarchical Models

Use

Trial

Preference

Liking

Knowledge/Comprehension

Awareness

19
“Three Orders” Model of Information Processing

20
Marketing vs. IMC Objectives

Marketing Objectives IMC Objectives

• Generally stated in the firm’s • Derived from the overall


marketing plan marketing plan
• Achieved through the overall • More narrow than marketing
marketing plan objectives
Vs.
• Quantifiable, such as sales, • Based on particular
market share, ROI communications tasks
• To be accomplished in a given • Designed to deliver appropriate
period of time messages
• Must be realistic and attainable to • Focused on a specific target
be effective audience

21
Sales-Oriented Objectives

• Problems with sales-oriented


objectives
– Little guidance for planners
– Sales depend on other
marketing mix variables
– Influence of macro factors
– Carryover effect of advertising

• The marketing promotional


planner will eventually have to
think in terms of the message
that will be communicated to
the target audience to achieve
this.
22
Communication Tasks
(A Revised DAGMAR Approach Chapter 7)

Translating a sales goal into a specific communication objective:

1. Awareness:
– Establish brand awareness (brand name and other macro level brand
associations in memory)
– Build top-of-mind awareness (brand salience)
2. Memory for benefits (knowledge):
– Establish memory for benefits
Awareness
– Build top-of-mind memory for benefits
3. Attitudes (conviction):
– Build favorable brand attitudes (liking for the brand) Memory for Benefits

4. Action:
– Getting the consumer to seek more information Attitudes
– Getting the consumer to make an actual purchase
Action

23
Characteristics of Good IMC Objectives

Concrete, Well-defined
measurable tasks audience

Benchmark Specified
measures time period
24

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