MKTG 477 1st Edition Lecture 18 Outline of Last Lecture I. Writing promotional goalsOutline of Current Lecture I. Measuring a successful campaignII. The great debateIII. Communication Effects Pyramid (Hierarchy of Effects)Current LectureMarch 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 objectiveso Agencies – communications objectiveso 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 salesAgencies 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 effortso 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 advertisingMurray 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 gumHierarchy of Effects model (triangle)- Repurchase regular use- Trial- Preference- Liking/attitude- Knowledge/beliefs- Brand name
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