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Advertising & Promotional

Objectives

“Its easier to get from A to B, if you have been to B before.”

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

competition the economy

A&P SALES product quality


SHARE

distribution price

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marketing objectives are key.....

Positioning statements:

To [target audience] brand x is the brand of [category and


need] that offers [benefit/offer/proposition].

OR

To [target audience] brand x is better than [key competitors]


because [competitive offer/benefit/proposition].

remember, we’re predicting the future

actually on course only 4% of the time!

what usually happens....


• Britt - Most agencies did not state appropriate objectives for
determining success, so they could not show if the campaigns
were working nor why.
• Hartley & Patti - most marketers had no or few concrete
objectives, and no objective tasks set, and there was seldom
any match between what objectives they did have and the
evaluation they used.
• Tim Lenehan - “Ordinary Advertising - who’s to blame” Ad News January 1990
"...Australian business has been content to use advertising [and promotion] as a substitute
for the hard thinking it should have been doing itself. It's been far easier... to pass the
buck to agencies and hope that [they] will find a way to turn a sows ear into a silk purse.
[Effective advertising needs more than] a loose wish list of general goals... and hoped
for results. The great successes of advertising have a long term vision of the role
advertising plays in building and maintaining their businesses."
A 'pragmatic' obsession with bottom line, leads to short term, unprofitable work.

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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

Cognitive: thoughts KNOWLEDGE Announcements; descriptive ads;


Ads provide info & facts slogans; jingles.

AWARENESS Above line + teaser ads.


B&B

comms effects
90%

a 70% The question is always what are realistic objectives?


w What are the norms?
a k
r n
e o
n w 40%
e l
s e l
s d i 25% preference
g k
e i 20% trial
n
g 5% repurchase/adoption

Rossiter & Percy


exposure to the message - media objectives [reach/frequency etc]

processing will they process - message strategy - creative tactics

communication effects category and brand awareness and attitude

target audience action brand purchase intention, and facilitation

sales or market share Sales response functions - modeling -

profit Basic accounting - ROI -

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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]

Be careful of what is meant by these terms.


The definitions tend to vary depending on the company, its
resources, orientation, experience, sanity etc.

communication objectives
There are five communication effects:

1. Category Need. buyer perception of needing a product to remove or satisfy a


perceived discrepancy between actual state and desired
state
2. Brand awareness prospect's ability to recognize or recall enough to buy it.

3. Brand attitude buyer's perception of brand's ability to meet relevant


motivation - utilitarian (logical) hedonic (emotional).

4. Brand purchase buyer's self instruction to buy or move toward buying.


intention

5. Purchase facilitation buyer's perception of other marketing factors that could


assist or hinder purchase.

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category need - entry stakes
deodorants […………]

male female [………..]

high perfume [……] regular […..] sport […..]

‘attractive’ ‘sensual’ ‘sophisticated’

[Lynx] Impulse ………. Yardley

category need - entry stakes

beer

common man dinner table cold filtered boutique sophisticated imports

All have sensory gratification and social recognition as motivations underlying


the generic market. Do these benefits need to be mentioned in the campaign
and if so how strongly?

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.

Buyer State Communication objective

1. Category need already Category need can be omitted and is not part of
present: BL's; BS's; OBL's. the promotional objectives.

2. Latent Category Need Category need to be present to remind of


Infrequently purchased. previously established need.

3. No or weak category need. Category need must be 'sold' using category


NCU's communication effects as well as the brand
communication effects. Especially appropriate for
flanking strategies.

strategy implications

1. Consumers tend to think, mostly in terms of categories,


first, then brands.

2. Markets tend, over time, to fragment into more categories.

2. In the long run most categories come down to a two horse


race.

3. If you cannot be number one, two or three in category, set


up a new category you can be first in.

4. It is better to be first in the mind than first in the category.

5. Marketing is not a battle of products, its a battle of


perceptions.

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

1. It is better to be first in the mind than first in


the category.

2. The most powerful concept in marketing is to


own one word in the prospect's mind.

3. Two brands cannot own the same word in the


prospect's mind.

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

relative to other brands

measuring attitude

one way is through attitude mapping.

Brand Attributes/attitudes
Brand A

Brand B

C,D,E

communication objectives
3. Brand attitude. cont.
Managerial options.

BUYER'S PRIOR ATTITUDE COMMUNICATION OBJECTIVE


1. No brand attitude (unaware) Create attitude
2. Moderately favourable Increase attitude
3. Maximally favourable attitude Maintain attitude
4. Negative brand attitude Change attitude

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.

"the buyer's self instruction to purchase or move toward purchase".

Managerial options:

Brand attitude strategy Communication objective


Low involvement/transformational: Omit brand purchase intention from purchase
is low risk and the objectives (purchase intention occurs later at
motivation positive - sensory point of purchase not during the advertising)
gratification; social approval.
All others Generate brand purchase intention (during
the advertising or promotion exposure,
subject to category need.)

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strategic implications

1. Ask for it.


2. Without adequate funding an idea won't get off the ground.
3. Ask only for what can be easily given.
4. Reciprocation - offer something free and it's easier to ask for it.
5. Scarcity - the scarcer it is the more we tend to want it.
6. Authority - we tend to follow the 'expert'. It must be credible.
7. Commitment - make small agreements before you ask for the big
one.
8. Liking - we prefer to do business with somebody we know and
like.
9. Consensus - we are more willing to say 'yes' if most others are
too.

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

Communication effect Communication objective options


1. Category need # Omit if present
# Remind if latent
# Sell if NCU's are targeted.

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

5. Purchase facilitation + Include if problems with other $P's

objectives recipe
Hypothetical mix for NCU target - Kellogg’s Balance at launch.

Category need - sell as is new category

Brand awareness - recognition not recall;

Brand attitude - modify - build on Kellogg’s current attitude

Brand purchase intention - generate

Purchase facilitation - no problems - supermarket only

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