Advertising and Promotion Assessment Test 2024.
Value of Objectives
Communication - facilitate coordination between various groups
Guides planning and decision making of IMC
*Measurement and evaluation of results - provide benchmark to measure success or failure
Communication Objecti...
marketing objectives - answer statements of what is to be accomplished by the overall marketing
program within a given time period
stated in the firm's marketing plan
--must be quantifiable, realistic, and attainable
integrated marketing communications objectives - answer statements of what various aspects of the
IMC program will accomplish
based on the particular communications tasks required to deliver the appropriate messages to the
target audience
Goal is usually to generate short-term financial returns and build long-term brand and shareholder value
Sales (ROI) are not a good measure of IMC; some firms have developed their own tools in an attempt to
provide clients more ROI info
IMC (pg 773) - answer a strategic business process used to develop, execute, and evaluate coordinated,
measurable, pursuasive brand communications programs over time with consumers, customers,
prospects, employees, associates, and other relevant external and internal audiences. The goal is to
both generate short-term financial returns and build the long-term brand and shareholder value
Promotional Mix (pg776) - answer
, Value of Objectives - answer Communication - facilitate coordination between various groups
Guides planning and decision making of IMC
*Measurement and evaluation of results - provide benchmark to measure success or failure
Communication Objectives - answer Provide Relevant Information
Create favorable position towards brand
Set using models where consumers pass through three stages:
1)Cognitive-awareness/product comprehension
2) Affective - develop attitude towards brand
3) Conative - behavioral/continued purchase if consumer develops liking
Sales-oriented objectives - answer Aim to increase sales
Must have economic justification
Must be able to produce quantifiable results
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