Marketing communication objectives Flashcards
(32 cards)
define objectives
after describing the target groups you define the comm objectives that drive -**your message & creative concept -your choices of comm channels (touchpoints) -how we’ll measure the success of the campaign **
Always formulate smart
specific
measurable
achievable
realistic or relevant
time bound
Hierarchy of objectives
- Mission vision and core values
- business objectives
- marketing objectives
- marketing communication objectives
vision os more aspirational than mission
Business vs marketing objectives
Business= high level objective that directly affect the entire company. they can ecompass a range of areas such as financial performance, growth
(eg increase revenue by x% in the next fiscal year)
Marketing = are measurable objective of marketing initiatives taht support business goals
(eg. increase sales product x by 30 % in the next quarter)
Communication objectives
definition
aim at changing something in the mind of the Customer / in consumer behaviour
3 aspects of communication objectives
- Reach
- process
- effectiveness
Reach
aspect 1 of communication objective
reach the target audience in an effective and efficient way
(as a marketeer: you need insights in the media behaviour of the wanted segment)
Process
aspect 2 of communication objective
conditions that should be established before any communication can be effective
the extent to which customer should have processed a specific communication stimulus
effectiveness
aspect 3 of communication objective
focus on the effect of the campaign that you can understand which the DAGMAR MODEL
DAGMAR MODEL
- defining
- advertising
- goals
for - measurable
- advertising
- results
As a marketer: it’s essential to decide which are the
relevant communication obj of the campaign.
at what stage is our potential client?
DAGMAR model
Category need
brand awareness
brand knowledge/comprehension
brand attitude
brand purchase intention
purchase facilitation
purchase
satisfaction
brand loyalty
Through eyes of marketeer
Customer journey in terms of dagmar model
Awareness
interest
consideration
purchase
support
loyalty
advocacy
Category need
a product category is all the products offering the same general functionality
they need to reinforce the category need depend on situation of Product
Customers should understand what needs are satisfied by the innovation
make product appealing
brand awareness
association of some characteristics such as brand name, logo, packaging, style … with chategory need
different stages of brand awareness
brand awareness pyramid
top of mind (first one i think of)
recall ( unaided spontaneous awareness
recognition ( we can remember if helped)
unaware
how to stimulate brand recognition
show product, logo
repetition
slogans jingles
consistency
collaboration
every communication activity should take brand awareness into account
brand knowledge
once consumer knows about your brand and associates it with their need then boom you get brand knowledge
What does the brand stand for
good positioning, well communicated => good brand awareness
because the Customer should know: brand characteristics, features, benefits, POD with comp
brand attitude
make Customer know some relevant basic info that creates an emotional reaction in them
perceived value of the Brand by the customer
mindshare
degree to which the customer thinks that the brand is relevant to him
heartshare
extent to which Customer has positive associations with the brand
a brand is much stronger when the… =>positive influence on brand attitude
differentiation with another brand is bigger
brand purchase intention
the Customer is still unsure at this point
stimulate trial - enhance purchase intention
mainly issue with high involvement products
low involvement are more about brand attitude and awareness
purchase facilitation
reassure Customer that there are no obstacles to purchasing the product or brand
as a marketer: remove objective obstacles
purchase
stimulate purchase although it cant be your primary comm obj
