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Marketing Communication Strategy > Chapter 2: Objectives > Flashcards

Chapter 2: Objectives Flashcards

1
Q

What are business objectives

A

High-level objectives that directly affect the entire company. They can encompass a range of areas, such as financial performance, growth, etc …

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2
Q

What are marketing objectives

A

Measurable objectives of marketing initiatives that support your business goals

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3
Q

What are communication objectives

A

Change something in the mind of the consumer or customer behaviour

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4
Q

What does S.M.A.R.T objectives stand for?

A

Specific
Measurable
Achievable
Relevant
Timebound

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5
Q

Hierarchy of objectives

A

1) Mission/Vision/Core values
2) Business objectives
3) Marketing objectives
4) Marketing communication objectives

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6
Q

Mission statement

A

Formulation of a company’s objective, provides the company’s RAISON D’ÊTRE

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7
Q

Vision statement

A

The long term goals or aspirations of the organisation. Answers the question ‘where do we want to be in the future?”

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8
Q

Core values

A

The primary values within a company. They are the characteristics or motivators that demonstrate what the company stands for

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9
Q

Ideally, how many clear core values should a company aim to have?

A

3-5

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10
Q

What objective has an intermediary effect for long term commercial results?

A

Communication objectives

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11
Q

What are the 3 categories of communication objectives?

A

1) Reach
2) Process
3) Effectiveness

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12
Q

Explain the goal of reach communication objectives

A

Reach the target audience in an effective and efficient way

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13
Q

Explain the goal of process communication objectives

A

Conditions that should be met before any communication can be effective. FOCUS –> Extent to which consumers have processed a specific communication stimulus

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14
Q

What is the focus of process communication objectives?

A

The extent to which consumers have processed a specific communication stimulus

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15
Q

Explain the goal of effectiveness communication objectives

A

The effect of the whole campaign on the brand

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16
Q

What are the 2 categories of behavioural objectives?

A

1) Process
2) Effectiveness

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17
Q

Explain the goal of process behavioural objectives

A

Encourage the target audience to take a specific action
INTERMEDIARY effect

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18
Q

Explain the goal of effectiveness behavioural objectives

A

(long term) behavioural results = marketing objectives

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19
Q

What does D.A.G.M.A.R objectives stand for?

A

Defining
Advertising
Goals for
Measured
Advertising results
Results

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20
Q

Category need

A

need for an offering with the same general functionality

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21
Q

Name 3 situations for a category need

A

1) Launching new products/innovations and attract non-users (MUST)
2) Product categories under pressure or infrequently used (USEFUL)
3) Reposition an offering to meet other occasions or use (USEFUL)

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22
Q

Brand awareness

A

Association of some characteristics such as a brand name, logo, package, style, etc. with a category need

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23
Q

Top Of Mind awareness (TOM)

A

The first brand that pops up in your mind within a category need

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24
Q

Brand recall

A

Several brands that pop in your mind, unaided spontaneous awareness

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25
Q

Brand recognition

A

Aided brand awareness, brands that can be recognised when shown logo/packaging

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26
Q

Hierarchy of brand awareness

A

1) Top Of Mind (TOM)
2) Brand Recall
3) Brand Recognition
4) Unaware of Brand

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27
Q

Why is brand recognition so important?

A

consumers tend to limit search activity to a limited set of brands within a product category

28
Q

… is most effective when purchase decision is another time and location than POS (Brand Awareness)

A

Brand name recall

29
Q

… is most effective when the buyer must ask explicitly for a certain product (Brand Awareness)

A

Brand name recall

30
Q

… is most effective when purchase decision is made in store (60-80%) (Brand Awareness)

A

Brand recognition

31
Q

… is most effective when visual cues are easily recognisable: packages, logos, displays, colours (Brand Awareness)

A

Brand recognition

32
Q

Brand knowledge

A

A consumer’s understanding and recall of a brand and it’s products

33
Q

Tactics for increasing brand awareness

A
  • Showing the product package or logo
  • Repetition
  • Sign-off slogans
  • Jingles that are made to stick
  • Be consistent and repeat
34
Q

What should brand knowledge aim to highlight?

A

Essential brand characteristics, features & benefits

35
Q

Brand attitude

A

Perceived value of a brand

36
Q

What are the 2 aspects of brand image?

A

Mindshare & Heartshare

37
Q

Mindshare

A

The degree to which the consumer feels that the brand is relevant personally

38
Q

Heartshare

A

The extent to which the consumer has positive associations with the brand

39
Q

Brand purchase intention

A

The willingness of a customer to buy a certain product or a certain service

40
Q

What should a marketeers objectives be with low involvement products?

A

Brand Awareness and favourable brand attitude are important

Purchase intention should not be stressed but purchase should be facilitated

41
Q

What should a marketeers objectives be with high involvement products?

A

Purchase intention should be stressed and trial simulated

42
Q

Give an example of a low involvement product

A

Toilet paper, Chocolate

43
Q

Give an example of a high involvement product

A

Car, House

44
Q

What is the goal of purchase facilitation?

A

Reassure customers through communication that there are no obstacles to purchasing a product/brand

45
Q

D.A.G.M.A.R communication objectives

A

1) Category Need
2) Brand Awareness
3) Brand Knowledge
4) Brand Attitude
5) Brand Purchase Intention
6) Purchase Facilitation
7) Purchase
8) Satisfaction
9) Brand Loyalty

46
Q

What is the goal of purchase as a communication objective

A

boost sales (promotions)

47
Q

What is the goal of satisfaction as a communication objective

A

product/service lives up to required/desired benefits or surpasses expectations

48
Q

Net Promoter Score (NPS)

A

% Promoters (9-10) - % Detractors (0-6)

49
Q

What is a detractor within the net promoter score (NPS)

A

A detractor is someone who indicated between 0-6 on the Net Promoter Score, meaning that it is very unlikely that the consumer will purchase again

50
Q

What is a passive within the net promoter score (NPS)

A

A detractor is someone who indicated between 7-8 on the Net Promoter Score, meaning that his loyalty is uncertain

51
Q

What is a promoter within the net promoter score (NPS)

A

A promoter is someone who indicated between 9-10 on the Net Promoter Score, meaning that they are loyal & enthusiastic about the offering

52
Q

Tactics for improved customer satisfaction

A
  • Monitor FAQ
  • Invest in your customer service (after sales care)
  • Map customer journey and improve the experience in every touchpoint
  • Do something for your clients
53
Q

Brand loyalty

A

The mental commitment or relation between a consumer and a brand

54
Q

Does repeated purchase mean brand loyalty?

A

No

55
Q

Tactics for improved brand loyalty

A
  • Loyalty programs
  • Exclusive offers/events
  • Brand communities - content marketing on social platforms
  • Suggesting new ways to use brand/offerings
  • New consumption situation
56
Q

Advantages of D.A.G.M.A.R model

A

Communication effects = indicator of future sales

57
Q

Disadvantages of D.A.G.M.A.R model

A
  • Attitude changes can also be caused by behaviour changes (Buging –> use –> Attitude)
  • No proof that consumers have a strong desire or conviction before buying the product
58
Q

Stages in a product life cycle

A

1) Introduction
2) Growth
3) Maturity
4) Decline

59
Q

Describe the “introduction” stage of the product life cycle

A

Phase where the customer is introduced to the product for the first time

60
Q

Describe the “growth” stage of the product life cycle

A

Phase where there is a growing demand, an increase in production, and expansion in it’s availability

61
Q

Describe the “maturity” stage of the product life cycle

A

Phase where product is most profitable, competition at it’s highest, profit margins start to gradually shrink, sales volume is at it’s peak

62
Q

Describe the “decline” stage of the product life cycle

A

Phase where increased competition starts to make product lose market share and gradually starts it’s decline

63
Q

What D.A.G.M.A.R objectives are most important to focus on in the “introduction” stage of the product life cycle

A
  • Category need
  • Brand awareness
  • Brand knowledge
  • Brand attitude
64
Q

What D.A.G.M.A.R objectives are most important to focus on in the “growth” stage of the product life cycle

A
  • Brand attitude
  • Brand preference
65
Q

What D.A.G.M.A.R objectives are most important to focus on in the “maturity” stage of the product life cycle

A
  • Top Of Mind Awareness
  • Brand attitude
  • Brand loyalty
  • Customer satisfaction
66
Q

What D.A.G.M.A.R objectives are most important to focus on in the “decline” stage of the product life cycle

A
  • Purchase
  • New target group

Marketing Communication Strategy (5 decks)

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