MKTG 4500 Exam Study Mterial+Quizzes and
Verified Answers
Establishing Objectives and Budgeting for the Promotional Program
Value of Objectives
Communications
-Objectives facilitate coordination of the various groups.
Planning and Decision Making
-Objectives guide decision making and development of integrated marketing communications
plan.
Measurement and Evaluation of Results
-Objectives provide a benchmark to measure success or failure.
Determining IMC objectives: Marketing objectives
Identify what is to be accomplished by overall marketing program.
Defined in terms of specific and measurable outcomes.
Must be quantifiable, realistic, and attainable.
Determining IMC objectives: Integrated Marketing Communications objectives
,Statements of what various aspects of IMC program will accomplish.
Based on the communications tasks required to deliver appropriate messages to target audience.
Sales Vs Communications Objectives: Sales Oriented Objectives
Aim to increase sales of product or service.
Require economic justification.
Required to produce quantifiable results.
-ROI, sales volume.
Example: Coca-Cola increased its ad spending for the global "Share a Coke" campaign. While it
did not disclose specific numbers, it did indicate that it saw a pay-off from the increased spend.
Problem with Sales Oriented Objectives
Successful implementation requires all marketing elements to work together.
Advertising has carryover effect:
-Monies spent on advertising do not have immediate impact on sales.
--Demand Creation vs. Sell Thru
Difficult to determine precise relationship between advertising and sales.
-Ways of Working?
-Roles & Responsibilities
,-PACE
Do not offer much guidance for planning and developing promotional programs.
Factors Influencing Sales
-Competition
-Advertising and Promotion
-Distribution
-Price
-Product Quality
-The economy
-Technology
Others:
-Seasonality
-Packaging
-Pay checks/bonus timing
-Holidays
-Fragmentation
-Pandemics
-Social Media
-AI Tech
-Weather
Where sales objectives are appropriate
, Attempts to induce immediate behavioral response from prospective customers.
Direct-response advertising.
Retail advertising.
-Customer & Consumer/Shopper/Guest/Member
When advertising plays dominant role in firm's marketing program and other factors are
relatively stable.
Sales vs Communications Obj.: Communications Objectives
Provide relevant information.
Create favorable predispositions toward the brand.
Consumers pass through three stages:
-Cognitive. (Thinking)
-Affective. (Feeling)
-Conative. (Behavioral)
Communications Effects Pyramid
Advertising and promotion first accomplish lower-level objectives.
Used to determine promotional objectives for established brands.
-Determine where target audience lies and set goals from there.
Verified Answers
Establishing Objectives and Budgeting for the Promotional Program
Value of Objectives
Communications
-Objectives facilitate coordination of the various groups.
Planning and Decision Making
-Objectives guide decision making and development of integrated marketing communications
plan.
Measurement and Evaluation of Results
-Objectives provide a benchmark to measure success or failure.
Determining IMC objectives: Marketing objectives
Identify what is to be accomplished by overall marketing program.
Defined in terms of specific and measurable outcomes.
Must be quantifiable, realistic, and attainable.
Determining IMC objectives: Integrated Marketing Communications objectives
,Statements of what various aspects of IMC program will accomplish.
Based on the communications tasks required to deliver appropriate messages to target audience.
Sales Vs Communications Objectives: Sales Oriented Objectives
Aim to increase sales of product or service.
Require economic justification.
Required to produce quantifiable results.
-ROI, sales volume.
Example: Coca-Cola increased its ad spending for the global "Share a Coke" campaign. While it
did not disclose specific numbers, it did indicate that it saw a pay-off from the increased spend.
Problem with Sales Oriented Objectives
Successful implementation requires all marketing elements to work together.
Advertising has carryover effect:
-Monies spent on advertising do not have immediate impact on sales.
--Demand Creation vs. Sell Thru
Difficult to determine precise relationship between advertising and sales.
-Ways of Working?
-Roles & Responsibilities
,-PACE
Do not offer much guidance for planning and developing promotional programs.
Factors Influencing Sales
-Competition
-Advertising and Promotion
-Distribution
-Price
-Product Quality
-The economy
-Technology
Others:
-Seasonality
-Packaging
-Pay checks/bonus timing
-Holidays
-Fragmentation
-Pandemics
-Social Media
-AI Tech
-Weather
Where sales objectives are appropriate
, Attempts to induce immediate behavioral response from prospective customers.
Direct-response advertising.
Retail advertising.
-Customer & Consumer/Shopper/Guest/Member
When advertising plays dominant role in firm's marketing program and other factors are
relatively stable.
Sales vs Communications Obj.: Communications Objectives
Provide relevant information.
Create favorable predispositions toward the brand.
Consumers pass through three stages:
-Cognitive. (Thinking)
-Affective. (Feeling)
-Conative. (Behavioral)
Communications Effects Pyramid
Advertising and promotion first accomplish lower-level objectives.
Used to determine promotional objectives for established brands.
-Determine where target audience lies and set goals from there.
