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Objectives
Con Stavros
agenda
1. Review
2. Communications objectives
a] category need
b] brand awareness
c] brand attitude
d] brand purchase intention
e] brand purchase
facilitation
3. Summary of objectives.
objectives
A&P objectives must be based on communication effects not
necessarily on sales, or profit, or market share although these
marketing objectives must be born in mind. Objectives are
measurement standards by which you will be judged.
eg Factors influencing sales.
technology
distribution price
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marketing objectives are key.....
Positioning statements:
OR
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communication effects
Related behavioural Movement toward Eg's of types of A or P
dimensions purchase
Behavioural: motives. PURCHASE POP; retail store ads; deals;
Ads stimulate/direct desires price offers; promos.
CONVICTION
Affective: emotions PREFERENCE competitive ads; two sided ads
Ads stimulate attitudes
and feelings LIKING Image ads; status/glamour
comms effects
90%
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agenda
1. Review
2. Communications objectives
a] category need
b] brand awareness
c] brand attitude
d] brand purchase intention
e] brand purchase facilitation
3. Summary of objectives
Source : Advertising & Promotion Management John Rossiter & Larry Percy.
objectives (SMART)
Specific, measurable, attainable, realistic, time related.
[relevant]
communication objectives
There are five communication effects:
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category need - entry stakes
deodorants […………]
beer
communication objectives
1. Category Need.
The buyer must perceive a need for the product category before brand choice.
Negative or averse origin. Drive reduction
1. Problem removal Buyer experiences current problem & seeks a
product to solve that problem.
2. Problem avoidance Anticipates future problem- seeks to prevent it.
3. Incomplete satisfaction Unsatisfied - searches for a better product.
4. Mixed approach-avoidance Likes some things not others - seeks product to
resolve the conflict.
Mildly negative origin Drive maintenance
5. Normal depletion - seeks to maintain supply
Positive origin Drive increase
6. Sensory gratification Seeks extra psychological stim. to enjoy prod.
7. Intellectual stimulation Seeks extra stim to explore or master product.
8. Social approval Seeks social reward - recognition from using.
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communication objectives
1. Category Need cont: Managerial options.
1. Category need already Category need can be omitted and is not part of
present: BL's; BS's; OBL's. the promotional objectives.
strategy implications
agenda
1. Review
2. Communications objectives
a] category need
b] brand awareness
c] brand attitude
d] brand purchase intention
e] brand purchase facilitation
Summary of objectives.
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communication objectives
2. Brand awareness.
"The buyer's ability to identify (recognise or recall) the brand within the category in
sufficient detail to make a purchase."
"Brand awareness is strictly rote learned connection between the category need and the
brand."... you don't need brand motivation.
Brand awareness must precede brand attitude (not category attitude).
Recognition or recall - an essential difference. If buyer comes across brand first, as in a supermarket (where
brand is not on shopping list) simple recognition will suffice. Where the brand is not visible, as in airline
reservation, where the buyer has to remember who he/she will call, brand recall is of primary importance.
For brand recognition use visual media, prominent (not necessarily size) packs, logo. Do not use non-visual
media.
For brand recall, use either visual or audible media (the mind reads with the ear.)
Beware some brands require both recall & recognition - eg new brands where consumers are likely to make
deliberate brand choice prior to purchase or where buying behaviour involves, at one time recall and another
recognition eg beer.
BRAND AWARENESS IS ALWAYS ONE OBJECTIVE.
Brand awareness does not always require showing a big fat logo! A jingle can do it - eg Solo, Aeroplane Jelly. A
presenter - Mrs Marsh. A visual style - Levi Jeans.
strategy implications
agenda
1. Review
2. Communications objectives
a] category need
b] brand awareness
c] brand attitude
d] brand purchase intention
e] brand purchase facilitation
Summary of objectives.
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communication objectives
3. Brand Attitude.
"the buyer's overall evaluation of the brand with respect to its perceived ability to
meet a currently relevant motivation."
current
motivation
brand attitude
cognitive affective
reasons feelings
why why
measuring attitude
Brand Attributes/attitudes
Brand A
Brand B
C,D,E
communication objectives
3. Brand attitude. cont.
Managerial options.
What, specifically is the current brand attitude, in what way will it change and how will
one know the objective has been achieved? Substantiation. (get SMART)
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strategy implications
1. Marketing is not a battle of products. It's a battle of perceptions. Tap
into what's already in the mind.
2. The strategy to use depends on which rung you occupy on the ladder
of the mind.
3. If you are shooting for second place, your strategy is determined by
the leader.
4. Marketing effects take place over and extended period of time.
5. You have to give up something in order to get something ie you can't
be everything to everybody all the time.
6. For every attribute, there is an opposite and effective attribute.
9. Don't pick a fight, if you can avoid it. If you do pick a fight make sure
you can win. If they pick a fight with you, counter-attack ruthlessly.
agenda
1. Review
2. Communications objectives
a] category need
b] brand awareness
c] brand attitude
d] brand purchase intention
e] brand purchase facilitation
Summary of objectives.
communication objectives
4. BRAND PURCHASE INTENTION.
Managerial options:
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strategic implications
agenda
1. Review
2. Communications objectives
a] category need
b] brand awareness
c] brand attitude
d] brand purchase intention
e] brand purchase facilitation
Summary of objectives.
communication objectives
5. PURCHASE FACILITATION
You can run a brilliant campaign and it bombs:
(a) your product may not be right.
(b) your price may not be right.
(c) your distribution may not be right.
(d) your salesforce may be bad.
(e) your competitor may be outspending you five to one.
(f) your competitors might be dealing you to death.
Managerial options.
No perceived problems with marketing mix - omit from objectives.
Some perceived problem with marketing mix - include objectives to change the
A&P to minimise the problem.
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communication objectives - summary
2. Brand awareness
% Brand recognition if choice at POP
% Brand recall if choice made prior to purchase
% Both if justified
3. Brand attitude * Create attitude if unaware
* Increase if moderately favourable
* Maintain if maximally favourable
* Modify if no increase possible
* Change attitude if negative
4. Brand purchase intention @ Omit if low risk, image brand
@Generate in all other A&P
objectives recipe
Hypothetical mix for NCU target - Kellogg’s Balance at launch.
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