Lecture 6 - COMMUNICATION OBJECTIVES: Setting Objectives...

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COMMUNICATION OBJECTIVES: Setting Objectives for the IMC Program Session 6
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Announcements Clarifying Social media Project teams In-service day on Wednesday (no lecture— designated time to meet with your team)
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Personal “Communication Objectives” Seinfeld http://www.youtube. com/watch? v=PYDA7__znfY TED: Renny Gleeson
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Learning Objectives Understand why we set objectives Understand what IMC communication objectives are Understand criteria for “good” objectives
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Where are we in the IMC Plan? Understanding the lay of The land Figuring out what to do Figuring out how to do it Doing it Measuring success
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Relating Communication Objectives to Previous Sessions Select the Target Market Position the Product Set communication objectives for that target market given the positioning Tactics follow from Objectives
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Value of Communication Objectives Marketing vs. communication objectives?
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Sales: An IMC Objective? Product Quality Promotion Distribution Competition Technology The Economy Price Policy SALES
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Different Schools of Thought Sales : Generate sales or related measure (e.g. market share) O Multiply determined O Tracking difficulty (e.g., time lag) O Little guidance O But, appropriate when promo efforts direct action Communication : information or message about product or service O Favorable disposition O Hierarchical models
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Appropriateness Sales Communication
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Advertising & Results are like…
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BASELINE
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IMC Objectives: Hierarchy of Communication Effects Category Need O Create category need (e.g., e-books) O Remind consumers of category need (e.g., milk) Awareness O Create awareness of our brand (recognition, recall) O Build awareness of our brand (recognition, recall) O Remind consumers of the brand’s existence Knowledge
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This note was uploaded on 01/10/2010 for the course MATH 215 taught by Professor Orrwel during the Fall '08 term at Alabama State University.

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Lecture 6 - COMMUNICATION OBJECTIVES: Setting Objectives...

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