2.2. Establishing Communication Objectives Flashcards
Communication objectives should be consistent with overall marketing objectives by…
- supporting overall marketing objective
- not conflicting with other elements of the mix
Marketing objectives
- generally stated in the firms marketing plan
- achieved through the overall marketing plan
- quantifiable (sales, market share)
- To be accomplished in a given period of time
- must be realistic and attainable to be effective
Communication objectives
- derived from the overall marketing plan
- more narrow than mark. obj.
- based on particular communication tasks
- designed to deliver appropriate messages
- focused on a specific target audience
good communication objectives should be…
- specific
- consistent
- realistic
- measurable
- attainable
Information Processing model
exposure => attention => comprehension => acceptance => retention/ retrieval => decision making => action
AIDA
Attention
Interest
desire
Action
AIDMA
Attention
Interest
desire
Memory
Action
DAGMAR
Awareness
Comprehension
Conviction
Action
Hierarchy of effects
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
AISAS
Attention
Interest
Search
Action
Share
Hierarchy of Effects - Awareness
Teaser campaigns
Hierarchy of Effects - Knowledge
Announcements/ Descriptive Copy, Classified ads, slogans, jingles, skywriting
Hierarchy of Effects - Liking
“Image” copy, status, glamour appeals
Hierarchy of Effects - Preference
Competitive ads, argumentative copy
Hierarchy of Effects - conviction
Testimonials
Hierarchy of Effects - Purchase
Points of purchase/ retail store ads, deals, “Last chance” offers/ Price appeals
Hierarchy of Effects - CAC
Cognitive (Realm of thoughts, ads provide info and facts)
Affective (Realm of emotions, ads change attitudes and emotions)
Conative (Realm of motives, Ads stimulate or direct desires)
Communication Effect Funnels
Category need => brand awareness => brand attitude => brand purchase intention => purchase facilitation
Category need
- buyers perception of “requiring” something
- to remove/ satisfy perceived discrepancy btw current and desired motivational state
Brand awareness
- buyers ability to identify the brand in the product category
- sufficiently to make a purchase
- motivation is irrelevant for becoming aware of a brand
brand attitude
- buyers overall “evaluation” of the brand with respect to its perceived ability to meet a currently relevant motivation
- not sufficient to induce purchase intention (it is relative, not absolute - needs to be compared against other brands to be truly meaningful)
Brand attitude is made up of both…
- an analytical (cognitive or rational) component
- an affective (emotional) component
Brand attitude - diff actions
- create brand attitude (goal for new category users if they are unaware)
- increase positive brand attitude (brand switchers who are experimenting, brand loyalists who are positive)
- change negative brand attitude
- modify brand attitude (repositioning - volvo from safe to sporty, amex from utility to prestige)
Hypotheses on attitude formation
Affect Transfer
Dual Mediation
Reciprocal Mediation
Independent Influence
Brand purchase
- purchase intention (self directed move toward purchase-related action; not sufficient to induce actual purchase)
- Purchase facilitation (chiefly related to other elements of the marketing mix; but communication program has a role)