24210 Chapter Notes - Chapter 7: Root Mean Square, Brand Awareness, Dagmar Marketing
Document Summary
Value of objectives: communications - facilitate coordination of various groups, planning and decision making - guide decision making and development of the imc plans, measurement and evaluation of results - provide a benchmark to measure success or failure. Generally stated in the rm"s marketing plan. Quanti able, such as sales, market share, roi. Accomplished in a given period of time. Must be realistic and attainable to be e ective. Based on the achievement of sales results. Successful implementation requires all marketing elements to work together. Advertising has carryover e ect, as monies spent on advertising do not have immediate impact on sales. It is di cult to determine precise relationship between advertising and sales. Do not o er much guidance for planning and developing promotional program. Set using model wherein consumer pass through three stages: cognitive, a ective, behavioural. Translating sales goals into communication objectives is di cult.
