establishing objectives and budgeting for the promotional program 7 mcgraw-hill/irwin copyright ©...
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Establishing Objectivesand Budgeting for the Promotional Program
Establishing Objectivesand Budgeting for the Promotional Program
7
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Starbucks
• Core competencies– Third Place– Neighborhood coffee shop
• Failed Ventures– Joe magazine– Café Starbucks– Circadia
• Losing focus– Hear Music– Akeelah and the Bee
• Closing down stores
Value of Objectives
CommunicationsCommunications
Planning & Decision Making
Planning & Decision Making
Measurement& Evaluation
Measurement& Evaluation
Specific Objectives
Marketing vs. Communications Objectives
Marketing ObjectivesMarketing Objectives
• Generally stated in the firm’s marketing plan
• Achieved through the overall marketing plan
• Quantifiable, such as sales, market share, ROI
• To be accomplished in a given period of time
• Must be realistic and attainable to be effective
• Generally stated in the firm’s marketing plan
• Achieved through the overall marketing plan
• Quantifiable, such as sales, market share, ROI
• To be accomplished in a given period of time
• Must be realistic and attainable to be effective
Communications Objectives
Communications Objectives
• Derived from the overall marketing plan
• More narrow than marketing objectives
• Based on particular communications tasks
• Designed to deliver appropriate messages
• Focused on a specific target audience
• Derived from the overall marketing plan
• More narrow than marketing objectives
• Based on particular communications tasks
• Designed to deliver appropriate messages
• Focused on a specific target audience
Vs.
Factors Influencing Sales
Competition Technology
The economy
Product quality
PriceDistribution
Advertising & promotion
Test Your Knowledge
Which of the following statements about communications objectives is true?
A) Sales goals are easily translated into communications objectives.
B) It can be difficult to determine the relationship between communications objectives and sales performance.
C) Communications objectives cannot serve as operational guidelines for planning,
executing, and evaluating promotional programs.
D) Marketing managers often do not recognize the value of setting communications objectives.
IMC perspective Geico
• Increases in Advertising– Sell via internet & direct sales– In 2005, increased advertising expenditures 75%
to $403 million– In 2006, spent twice as much as nearest
competitor– Also spent in more places
• Increases in Sales– 5.8% new customer acquisition (2.1% is industry
average)– 91% ad message recognition– Only brand to have double digit market share
growth 13.1%
From Awareness to Action
AffectiveRealm of emotions.Ads change attitudes and feelings
CognitiveRealm of thoughts.Ads provide information and facts
ConativeRealm of motives.Ads stimulate or direct desires
Teaser campaigns
“Image” copyStatus, glamour appeals
AnnouncementsDescriptive copyClassified ads, slogans, Jingles, skywriting
Competitive adsArgumentative copy
Point of purchaseRetail store ads, deals“Last-chance” offersPrice appeals
Testimonials
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Communications Effects Pyramid
20% TrialCon
ativ
e
40% LikingAffec
tive
90% AwarenessCog
nitive
5% Use
70% Knowledge/Comprehension
25% Preference
The DAGMAR Approach
Define
Advertising
Goals for
Measuring
Advertising
Results ActionAction
AwarenessAwareness
ConvictionConviction
ComprehensionComprehension
Characteristics of Objectives
Concrete, measurable tasks
Benchmarkmeasures
Well-definedaudience
Specifiedtime period
Pros and Cons of DAGMAR
ConsCons
Inhibition of creativityInhibition of creativity
Relies heavily on the response hierarchy
Relies heavily on the response hierarchy
May not increase salesMay not increase sales
Practicality and costPracticality and cost
ProsPros
Focus on communications objectives
Focus on communications objectives
Measurement of stagesMeasurement of stages
Better understanding of goals and objectives
Better understanding of goals and objectives
Less subjectiveLess subjective
San Diego Zoo Protect Endangered Species
*Click outside of the video screen to advance to the next slide
Establishing & Allocating the Promotional Budget
SponsorshipUnderwriting
PublicRelations
SalesPromotions
Internet
Group Sales
DirectMarketing
Test Your Knowledge
In marginal analysis, all of the following should be considered except:
A) Sales
B) Fixed costs of advertising
C) Advertising expenditures and other variable costs
D) Gross margin
E) Net worth
Budget Adjustments
Increase SpendingIncrease Spending If the cost is less than the
marginal returnIf the cost is less than the marginal return
HoldSpending
HoldSpending
If the cost is equal to the incremental returnIf the cost is equal to the incremental return
Decrease SpendingDecrease Spending
If the cost is more than the incremental returnIf the cost is more than the incremental return
Assumptions for Marginal Analysis
Sales are determined
solely by advertising
and promotion
Sales are a direct measure of advertising
and promotions efforts
Sales Response ModelsIn
crem
en
tal S
ale
s
Advertising Expenditures
A. Concave-Downward Response Curve
Incr
em
en
tal S
ale
s
Advertising ExpendituresRange A Range B Range C
B. S-Shaped Response Function
Hig
h S
pendin
gLi
ttle
Eff
ect
Init
ial Sp
endin
gLi
ttle
Eff
ect
Mid
dle
Level
Hig
h E
ffect
Purchasefrequency
Factors Influencing Advertising Budgets
Product life cycle
Productdurability
Differentiation
Productprice
Hidden productqualities
Top-Down Budgeting Methods
TopManagement
TopManagement
AffordableMethod
AffordableMethod
CompetitiveParity
CompetitiveParity
Percentage of Sales
Percentage of Sales
Return onInvestmentReturn on
InvestmentArbitraryAllocationArbitraryAllocation
Test Your Knowledge
Well known brand name products do not receive incremental advantages from increased dollar expenditures on advertising. Once the ad hits the market, subsequent budget increases result in little or no incremental gains. This is best explained by:
A) Arbitrary allocation
B) The objective and task method
C) Competitive parity
D) An S-shaped response
E) Rapidly diminishing returns
Object and Task Method
Isolate objectivesIsolate objectives
Reevaluate objectivesReevaluate objectives
Determine tasks requiredDetermine tasks required
Estimate required expendituresEstimate required expenditures
MonitorMonitor
Share of Voice Effect
Decrease–find a defensible nicheDecrease–find a defensible niche Increase to defendIncrease to defend
Attack with large SOV premium
Attack with large SOV premium
Maintain modest spending premiumMaintain modest
spending premiumCom
peti
tor’
sS
hare
of
Voic
e
Hig
hLo
w
HighLowYour Share of Market
Economies of Scale
There is no evidence to support any of these!
Proposition ILarger firms can support their brands with lower relativeadvertising costs than smaller firms.
Proposition IIThe leading brand in a product group enjoys lower advertising costs per sales dollar than do other brands.
Proposition IIIThere is a static relationship between advertising costs per dollar of sales and the size of the advertiser.
Organizational Characteristics
• Factors that influence advertising and promotion budgets– The organization’s structure– Power and politics– The use of expert opinions– Characteristics of the decision maker– Approval and negotiation channels– Pressure on senior managers to arrive
at the optimal budget