Professional Documents
Culture Documents
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Some Marcom Goals
• Facilitate the successful introduction of
new brands.
• Build sales of existing brands by
increasing the frequency of use, the
variety of use, or the quantity purchased.
• Inform the trade and consumers about
brand improvements.
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Marcom Goals
• Create brand awareness
• Enhance a brand’s image
• Generate sales leads
• Persuade the trade to handle the
manufacturer’s brands
• Stimulate point-of-purchase sales
• Increase customer loyalty
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Marcom Goals
• Improve corporate relations with special
interest groups
• Offset bad publicity about a brand or
generate good publicity
• Counter competitors’ communication
efforts
• Provide customers with reasons for buying
immediately instead of delaying a
purchase
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Why Set Marcom Objectives
• Expression of management consensus
• Guides the budgeting, message, and
media aspects of advertising strategy
• Provide standards against which results
can be measured
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The Hierarchy of Marcom Effects
♦ The hierarchy of
effects metaphor
implies that for
marketing
communications
to be successful
it must move
consumers from
one goal to the
next goal.
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Should Marcom Objectives Be Stated
in Terms of Sales?
Presales Objectives: Sales Objectives:
communication means the marcom
objectives that attempt objective literally is to
to increase the target increase sales by a
audience’s brand particular amount.
awareness, enhance
their attitudes toward
the brand, shift their
preferences from the
competitors’ brand and
so on.
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Should Marcom Objectives Be Stated
in Terms of Sales?
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Sales Volume as
a Marcom Objective
10
An Accountability Perspective
(Synthesis)
• Chief executives and financial officers are
demanding greater accountability from
marcom programs.
• The measurement of effects of a program
should not stop short of measuring the
effect on sales.
11
Marcom Budgeting in Theory
• The best(optimal) level of any investment is the
level that maximizes profits(MR=MC)
• Advertisers should continue to increase their
advertising investment as long as it is profitable
to do so
– Every additional dollar spent on MARCOM brings in
more than a dollar in revenue (MR>MC), it is profitable
to continue MARCOM spending.
– If the additional dollar spent on MARCOM brings in
less than a dollar in revenue (MR<MC), MARCOM
spending needs to be cut.
– Thus profits are maximized when MR = MC 12
Sales-to-Advertising Response
Function
The relationship between money invested in
advertising and the response, or output, of
that investment in terms of revenue
generated.
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Practical Budgeting Methods
• Percent-of-Sales Budgeting
• Objective-and-Task Method
• Competitive Parity Method
(match competitors’ method)
• Affordability Method
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Percentage-of-Sales Budgeting
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The Competitive Parity Method
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The SOV/SOM Effect and Ad
Spending Implications
18
Affordability Method
• Only the funds that remain after
budgeting for everything else are spent
on advertising
• Only the most unsophisticated and
impoverished firms
• However, affordability and competitive
considerations influence the budgeting
decisions of all companies
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