MKTG 477 1st Edition Lecture 18 Outline of Last Lecture I Writing promotional goals Outline of Current Lecture I Measuring a successful campaign II The great debate III Communication Effects Pyramid Hierarchy of Effects Current Lecture March 2 Promotions To measure if a campaign was successful it depends on the objectives Sales objectives measures behavior getting people to buy the product o Action behavior sales Communications objectives measures internal intentions enhance brand name awareness o Awareness knowledge beliefs perceptions liking attitudes preference conviction behavioral intentions The Great Debate Sales objectives vs Communications objectives Advertisers vs Agencies o Advertiser sales objectives o Agencies communications objectives o WHY does each side want and not want these objectives Advertiser focus on sales objectives to gain profit Agencies do not gain money from an increase in sales Agencies focus on communication objectives because they can control each aspect ex brand awareness Agencies do not want sales objectives because they cannot control all the factors that contribute to sales bad location weather poorly made When sales are an appropriate objective Direct marketing advertising efforts o Ads featuring 1 800 numbers to call and order merchandise 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 Snuggie ad was so stupid but made a lot of sales Local sale advertising o Retail advertising sales special events etc Most local advertisers focus on sales If when the other marketing mix variables product price place are relatively stable in the marketplace in mature markets o Cold cereal no major changes over the years in sales price distribution competitors By only changing advertising we can assure the success is due to advertising Murray lawn mowers sales increased because more Walmarts were being built not because of the advertisements What does the Communications Effects Pyramid Hierarchy of Effects have to do with promotional objective setting A theoretical model of consumer information advertising processing Guides promotional objectives by examining consumers level of attainment of each stage in the process Stay Alert Caffeinated chewing gum Hierarchy of Effects model triangle Repurchase regular use Trial Preference Liking attitude Knowledge beliefs Brand name awareness
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