Mktg Comm Strategy INB495 - Marketing Communications...

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Marketing Communications Strategy Summary of Key Concepts
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Communications Effects Category need Brand awareness Brand preference Brand action intention Purchase facilitation All 5 can be communications objectives, but brand awareness and brand preference are always communications objectives
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Communication effects and objectives Communication effects = Brand-based responses (hence brand communication effects, BCEs) that the marcoms campaign is expected to create, increase, or reinforce in the prospective customer’s mind. Communication effects are the mental causes of action (e.g., purchase). Some of the five communication effects may be present at full strength before the campaign and, if so, these can be omitted as campaign communication objectives. However, there are two communication effects that cannot be omitted and are always objectives: Brand Awareness and Brand Preference. It would be pointless to run a marcom campaign that did not try to create, increase or at least reinforce both these effects. And you may need some or all of the others as objectives.
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Three simultaneous levels of marcoms effects
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