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Chapter Five Objectives - Coggle Diagram
Chapter Five
Objectives
Mrk Comm Objectives
Divided into three categories: reach, process and effectiveness goals
Long-term sales and market share growth are the ultimate objectives of mrk comm campaigns
DAGMAR model: to define mark comm goals
Stages in the product life cycle
A company that creates a new product needs to create and fulfill a market need
Understand the life cycle: Divided into Introduction/ Growth/ Marketing/ Decline
Brands in a mature stages have higher competition
Consumer Choices Situations
Consumer choices situations may determine the effectiveness of a Mrk Comm goals
Choices Situations: Consumer, Product Characteristics, Advice involved with purchase
Point of Purchase, Consumer Product relationship, Choice Press
Introduction
Target group well defined the next step is identifying the objectives
The objectives determine the choice of the right communications and media mix
Formulated to contribute to the overall company goals
Business Terms:
Brand awareness: Is the association of some physical characteristics
Brand Knowledge: Target consumer are aware of the brand's characteristics
Brand Attitude: Perceived value of the brand