Summary Komunikasi Pemasaran

Chapter 7: Establishing Objectives and Budgeting for the Promotional Program

Marketing Objectives

Statements of what is to be accomplished by the overall marketing program within a given time period.

• Need to be quantifiable such as sales volume, market share, profits, or ROI
• Need to be realistic, measurable and attainable.

IMC Objectives

Statements of what various aspect of the IMC program will accomplish based on communication tasks required to dilever appropriate massages to the target audience.

Specific Objectives

1. Communicatios

The advertising and promotional program must be coordinates within the company, inside the as agency, and between the two. Many problems can be avoided if all parties have written, approved objectives to guide their actions and serve as a common base for discussing issues related to the promotional program.

2. Planning & Dicision Making

Promotional planners are often faced with a number of strategic and tactical options in terms of choosing creative options, selecting media, and allocating the budget among various elements of the promotional mix. Choices should be made based on how well particular strategy matches  the firm’s promotional objectives.

3. Measurement & Evaluation

An important reason for setting spesific objectives is that they provide a benchmark againts which the success or failure of the promotional campaign can be measured. Without spesific objectives, it is extremely difficult to determine what the firm’s advertising and promotion efforts accomplished.

Problems With Sales Objectives

• Sales are a function of many factors, not just advertising and promotion
• Effects of IMC tools such as advertising often occur over an extended time periode.
• Sales objectives provide little guidance to those responsible for planning and developing the IMC program.

DAGMAR Difficulties

Legitimate Problems

• Response Hierarchy Problems
  • Doesn’t always define the process people use to reach purchase/use
• Attitude Behavior Relationship
  • Attitude change doesn’t always lead to change in actions or behavior.

​Quetionable Objections

• Sales Objective Are Needed
  • Sales are all that really counts, not communicatios ovjectives.
• Costly and Impractical
• Inhibition of Creativity