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Consumers prefer to switch brands consistently and

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Consumers prefer to switch brands consistently and maynever form preference or commitmentObjective for marcom depends where they are in the hierarchy and relative involvementlevel in processing the informationIndividual consumers will be at diff levels but we want to find where most consumers arelocatedRequirements for setting objectivesInclude precise statement of who, what, whenWho → target audience
What → indicate specific communication stage to be accomplished (ie:awareness level)When → the relevant time frame for when objective should be achievedBe quantitative and measurableSpecify amount of changeThe amount of change they intend to accomplish in moving towards goalsShould be realisticUnrealistic objective: one that cannot be accomplished in the timealottated to proposed marcom campaignInternally consistentMust be compatible/internally consistent with objective set for othermarcom componentsBe clear and in writingPre-sales objectives/communication objectives:focused on effects that will increasethe target audience’s brand awareness, enhance their attitudes toward the brand, shifttheir preference from competitors’ brands to our brandSales objective:using sales as the goal for a campaign means that the marcomobjective is to increase sales by specified amountTraditionally rejected sales as an approproriate objectiveRecently → sales should always be considered as the ultimate objective of anymarcom effortTraditional view→ favors pre sales or communications objectiveViews using sales objective as unsuitable b/cBrand’s sales volume during any given period is the consequence of ahost of factors in addition to advertising, sales promo, and other elementsIe: prevailing economic climate, competitive activity, and allmarketing mix variables used by brandVirtually impossible to determine precise role of marcom elementsin given period bc marcom is just one of the many determinants ofa brand’s sale volumeSales response is claimed to represent an unsuitable marcom objective→ marcom’s effect on sales is typically delayed or laggedArgue that it is misguided to use sales as a goal for a marcom effortIdealistic to set sales as the objective bc marcom’s exact impact on sales cannotbe accurately assessedHeretical view→ prefers sales objectiveViews marcom’s basic purpose is to create brand awareness, convey copypoints, influence expectations, enhance attitudes but ultimately also affectbehavior aka generate salesPossible to measure even vaguely/imprecisely marcom’s effect on salesAccountability perspective→ synthesisNo simple resolution of whether traditional or heretical view is more correctChief executives and financial officers are demanding greater accountability frommarcom programs

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