Lecture Advertising and promotion (2/e) – Chapter 8: Establishing objectives and budgeting for the IMC program

Chapter 8 Establishing objectives and budgeting for the IMC program Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 8-1 Learning objectives 1. To recognise the importance and value of setting specific objectives for advertising and IMC. 2. To understand the role objectives play in the IMC planning process and the relationship of marketing communication objectives to marketing objectives. 3. To know the differences between behavioural and communication objectives, and the issues regarding the use of each. 4. To recognise some problems marketers encounter in setting objectives for their IMC programs. 5. To understand the process of budgeting for IMC. 6. To understand the theoretical issues involved in budget setting. 7. To know the various methods of budget setting. Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 8-2 Problems Determining objectives Characteristics Value of objectives Hierarchy Establishing the budget Top down Build up Communication Objectives vs behavioural Objectives & Budgets Budgets Budgeting approaches Approaches to setting objectives Setting objectives for IMC Allocating the budget AOS DAGMAR RTTT SMARRT Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 8-3 The value of objectives Objectives Consensus Planning & decision making Measurement & evaluation Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 8-4 Hierarchy of objectives Marketing objectives IMC objectives Advertising objectives Objectives for other elements of IMC Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 8-5 ... - tailieumienphi.vn