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Chapter 5: Objectives - Coggle Diagram
Chapter 5: Objectives
Consumer choice situations and marketing communications objectives
Standard mass products
Standard services
Mail order products
Impulse products
Quality products
Quality services
International luxury products
Special niche products
Showroom products
Products with new techniques
Investment products
Unsought products
Stages in the product life cycle and marketing communication objectives
Introduction
Category need
Brand awareness
Brand knowledge
Brand attitude
Growth
Brand attitude
Brand preference
Maturity
Top-of-mind awareness
Brand attitude
Brand loyalty
Brand satisfaction
Decline
Purchase
New target groups
Marketing communication objectives
Introduction
A company that is marketing a completely new product will have to develop the market.
Growth
Consumers are aware of the brand, the product and the most important characteristics and features.
Maturity
The goal of communications plans is to increase brand loyalty. Consumers should be persuaded to be less receptive to the benefits of rival brands.
Decline
Manufacturers will probably turn to sales promotions such as prizes and lotteries.
Marketing communication objectives
Effectiveness
The most important one.
Process
Conditions which should be established before any communications can be effective.
Reach
Reach the target groups in an effective and efficient way.