MKTG 477 1st Edition Lecture 17 Outline of Last Lecture I The process of setting promotional goals II Why we set promotional goals Outline of Current Lecture I Benchmark II Goal III Target Market IV Time period V Measurement technique Current Lecture February 27 2015 Writing Promotional Objectives Benchmark starting point current status o Quantified o What you are trying to change Goal ending point o Quantified o Coinciding with benchmark o Awareness for benchmark must be awareness for the goal Target market who is it that you are hoping to influence with your promotion Time period when do you hope to achieve your goal o Usually being 6 months and 1 year for ad agencies o Give a beginning date Measurement technique how will the benchmark and the goal be measured and quantified o What is the scale How is it quantified o Question Chipotle environmentally sustainable brand attitude farmer commercial How does a promotional objective affect Budget Media Creative 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 Examples given in previous lecture
View Full Document
Unlocking...