Objectives

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Objectives
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Categories of communications objectives
Figure 5.1 Categories of communications objectives
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Characteristics of a good set of communication
goals

• Fit in with overall company and marketing goals
• Relevant to identified threats or opportunities
• Targeted to different target audiences
• Quantified and measurable
• Comprehensive and motivating
• Timed
• Translated into subgoals when necessary

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Communications objectives the DAGMAR model
Figure 5.2 Communications objectives the DAGMAR
model Source Colley, R.H. (1961), De?ning
Advertising Goals for Measured Advertising
Results. New York Association of National
Advertisers.
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Coral Black Velvet developing category wants
Plate 7 Coral Black Velvet innovations call for
communicating category needs (Reproduced with
permission of Gesamtverband Werbeagenturen GWA
and J. Walter Thompson)
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Brand awareness

• Association of brand name, logo, style... with a
  category need
• Top-of-mind awareness
• Unaided awareness (recall)
• Aided awareness (recognition)
• There is no such thing as too much brand
  awareness

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Brand knowledge

• Target consumers are aware and understand the
  most essential brand characteristics, features
  and benefits
• They know the brands positioning the strengths
  of the brand as compared to competitive brands

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Brand attitude

• The perceived value of a brand to a consumer
• A brand is stronger when the differentiation with
  other brands is bigger

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Purchase intention and facilitation

• Low involvement products purchase intention
  should not be stressed, but purchase facilitation
  is important
• High involvement products purchase intention
  should be developed and trial purchase should be
  stimulated

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Satisfaction and brand loyalty

• Satisfaction when product performance exceeds
  expectations
• Communicate with existing customers
• Satisfied customers can be advocates of the brand
  (word-of-mouth communications)
• Reduce cognitive dissonance
• Make satisfied customers loyal
• Brand loyalty mental commitment or relation
  between a customer and a brand
• Repeat purchase is not the same as brand loyalty

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Percentage of the target group in each stage of
the DAGMAR model
Figure 5.3 Percentage of the target group in each
stage of the DAGMAR model
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Criticisms of the DAGMAR model

• Sales fluctuate more than awareness and image
• Sometimes attitudes follow behaviour
• DAGMAR is only about converting non-buyers into
  buyers most advertising is directed at
  experienced consumers
• DAGMAR is based on the strong theory of
  advertising effectiveness
• ATR weak theory

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Stages in the product life cycle and
communications objectives
Figure 5.4 Stages in the product life cycle and
communications objectives
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Factors affecting the consumer choice situation
Figure 5.5 Factors affecting the consumer choice
situation
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Types of choice situations (products)

• Standard mass products
• Standard services
• Mail order products
• Impulse products
• Quality products
• Quality services
• Unsought products

• International luxury products
• Special niche products
• Showroom products
• Products with new techniques
• Investment products

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Corporate communications objectives
Figure 5.6 Corporate communications objectives