MKTG 477 1st Edition Lecture 17 Outline of Last Lecture I. The process of setting promotional goalsII. Why we set promotional goalsOutline of Current Lecture I. BenchmarkII. GoalIII. Target MarketIV. Time periodV. Measurement techniqueCurrent LectureFebruary 27, 2015 – Writing Promotional Objectives- Benchmark – starting point (current status)o Quantified o What you are trying to change - Goal – ending pointo Quantifiedo Coinciding with benchmarko 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 agencieso 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 QuestionChipotle – 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
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