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WSU MKTG 477 - The process of setting promotional objectives
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MKTG 477 1st Edition Lecture 17Outline of Last Lecture I. Promotional Plan OutlineOutline of Current Lecture II. The process of setting promotional objectives III. Why set promotional objectives?IV. George Harrison quoteCurrent LectureObjective SettingToday… - Creative recommendations – specifically, advertising objectiveso The importance of objectivesThe process of setting promotional objectives (usually not to increase sales)1. Research – marketplace, product, customersa. WSU – where students come from, where they live at school, GPA before college and during, crime, sexual harassment 2. Establish benchmarks – current conditions for a variety of things3. Decide on a focal point – what do you want to accomplish/focus on?4. Write/establish your promotional objective 5. Create the ad, with the objective in mind 6. Assess whether the ad has met its objective Why set promotional objectives?- Requires management at various levels of the organization to agree upon a course of action (players on a football team have different jobs but all have the same goal)- Objectives guide a number of other aspects of the promotional plan:o Budget – an objective of increasing awareness from 10% to 90% would cost a lot more than only increasing awareness 30%o Creative – an objective of increasing brand name awareness would not wait until the lastthree seconds of a 60 sec. ad to tell the consumers what your brand is These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o Media – you would buy media to target little kids on children’s television channels but you would not put a dietary fiber ad on a children’s channel- Provide standards from which results can be measured- Objectives tell us where we are, where we are going, and how we know whether or not we got there“If you don’t know where you’re going, any road will take you there” – George Harrison (The Beatles)- If you don’t set a promotional objective, any creative execution would appear to be potentially effective”, even though it


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WSU MKTG 477 - The process of setting promotional objectives

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