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Slide 7-3
Irwin/McGraw-Hill
©The McGraw-Hill Companies, Inc., 1998 Figure 7-1
Setting Objectives Using the
Communications Effects Pyramid
repetitive advertising in
90% Awareness newspapers, magazines, etc.
70% Knowledge communicate features of brand
Create favorable attitudes by
40% Liking conveying information,
25% Preference promotions, sampling, etc.
Use sampling and cents-off
20% Trial coupons
5% Repurchase Use continued reinforcement
advertising, fewer coupons and
©The McGraw-Hill Companies, Inc., 1998
promotions Slide 7-4
Figure 7-3
Good Objectives Are: