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Communication Objectives

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Mohsin Akbar
Mohsin Akbar
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Communication Objectives & Budgeting
Communication Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to determine objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
Now by defining marketing objective managers must be able to translate these objectives into communication objectives. To do this Situation analysis provides some valuable information's. Like : The mkt.segment the firm wanted to target and TA. The product and its convincing attributes to the segment. Competitors brand analysis. positioning/promotional expenditure /creative and media strategies /tactics used in ads. Etc) How u are going to position ur brand and specific behavior responses. Primary Vs secondary objectives. e.g. primary may be to increase sales /mkt share Secondary may be that u give a certain personality to the brand and start promoting the concept .
Let’s see what are comm. objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales based objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communication-based objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communication effect pyramid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some problems with communication objectives ,[object Object]
DAGMAR an approach to setting objectives ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics of objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Decisions that made diet Coke a success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marginal analysis x axis =exp. Y axis= sales ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales response models (concave Vs S-shaped ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Top-down approaches ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Communication Objectives

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  • 4. Now by defining marketing objective managers must be able to translate these objectives into communication objectives. To do this Situation analysis provides some valuable information's. Like : The mkt.segment the firm wanted to target and TA. The product and its convincing attributes to the segment. Competitors brand analysis. positioning/promotional expenditure /creative and media strategies /tactics used in ads. Etc) How u are going to position ur brand and specific behavior responses. Primary Vs secondary objectives. e.g. primary may be to increase sales /mkt share Secondary may be that u give a certain personality to the brand and start promoting the concept .
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