Promotional Objectives

1
Promotional Objectives

• Differ from marketing objectives
• Determine to a large degree the rest of the
  campaign elements
• Must be
• Consistent with higher-level objectives
• Goal Specific
• Time Specific
• Measurable
• Challenging, but realistic

2
Components of Promotional Objectives

• A clear definition and description of target
  audience profile
• A clear message platform
• Expected communication results
• Expected outcomes in terms of sales/performance
  results

3
Target Audience Profile

• Review segmentation from marketing plan
• What are the bases of similarity? (demographics,
  geography, psychographics?)
• Size of target population
• What benefits are they seeking?
• What drives them psychologically?
• What are their hot buttons, motives, habits?
• How do they learn?

4
Target Audience Profile

• Analyze Environmental Influences which affect the
  target markets behavior
• Social class, reference groups, opinion leaders,
  family
• Trends that might affect them or that they might
  identify with
• Review media usage habits

5
Message Platform Statements

• Understanding the audience will allow you to
  design a campaign which touches on all factors
  that might impact them.
• Might need to have multiple objectives to truly
  change behavior multi-faceted aspect of
  communication helps to reinforce communication
  message.
• Message platform will indicate what message
  points need to be stressed in order to reach the
  target audience

6
Message Platform Will Differ Depending On

• Advertising Hierarchy of Effects
• Degree of Product Involvement or Level of Problem
  Solving
• Stage of Product Life Cycle

7
Advertising Hierarchy of Effects

• Says that marketing communications should lead
  consumers through a series of stages
• Awareness knowing the product exists
• Knowledge understanding attributes and features
  offered
• Liking/preference positive attitude toward it
• Conviction belief that the product is best
• Action/Purchase

8
Advertising Hierarchy of Effects

• Message platform will vary depending on what
  stage target market is in.
• Awareness
• Ads should seek to build brand name, define basic
  product category, tease audience with catchy
  slogans/jingles, highlight availability
• Ex. To create awareness.
• Knowledge
• Must lay out basis of product superiority,
  compare to competitors, differentiate, stress
  features, detailed copy
• To convey the fact that

9
Advertising Hierarchy of Effects

• Liking/Preference
• Relate product to lifestyle, show impact on
  image, touch values that motivate target
• Ex. To show the impact on.
• Conviction
• Reinforce attitudes, maintain image, reward
  loyalty
• To reinforce the fact that.
• Action/Purchase
• Control timing, motivate behavior
• To increase amount of.

10
Degree of Problem-Solving Involvement

• Consumers do not always follow the hierarchy of
  effects.
• In high involvement situations we do go through
  the LearnFeelDo process.
• For low involvement purchases we typically
  DoFeelLearn
• Products which are typically low involvement need
  to focus on the liking/preference and
  action/purchase stages.
• Their objectives would reflect such content

11
Product Life Cycle

• Stage in the product life cycle affects
  objectives of promotion through message elements.
• Introduction
• Focus is on building awareness, stressing
  innovation, and establishing market position
• Growth
• Focus is on differentiation and comparison

12
Product Life Cycle

• Maturity
• Focus is on reinforcement, product part of
  lifestyle, habit, product dominance(?),
  product updates
• Decline
• Focus on extending, alternative uses, new
  markets, value

13
Specify Outcomes

• Provides benchmarks to gauge success of campaign.
• Must be objective, including pre- and post-
  campaign measures.
• Should focus on both communication (behavioral,
  attitude) outcomes and performance (sales, market
  share) outcomes
• Careful not to put too much emphasis on sales
  outcomes.