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Objectives - Coggle Diagram
Objectives
Marketing Communications Objectives
Three Categories
reach goals
reach the target groups in an effective and efficient way
process goals
conditions that should be established before any communication can be effective
effectiveness goals
the most important ones
DAGMAR Model
hierarchy-of-effects model used as a framework to define communications goals
during the communications process nine effects can be established
Category wants or needs: the existence of one or more buying motives and the perception of the product category as a good means of meeting these motives
Brand awareness: the association of some physical characteristics such as a brand name, logo, package, style, etc., with a category need.
Brand knowledge: target consumers are aware of the most essential brand characteristics, features and benefits.
Brand attitude is the perceived value of a brand to a consumer.
Stages in the product life cycle and marketing communications objectives
The major communications objectives will be creating category need, brand awareness and brand knowledge.
Growth
A different situation leads to other strategies.
Maturity
cope with strong competition in a market that is scarcely growing.
Decline
manufacturers with declining products/brands decide to milk or harvest the brand
Consumer choice situations and marketing communications objectives
The effectiveness of communications goals may be determined by the product or brand life cycle and the consumer choice situation.
Consumer–product relationships have to do with involvement from low to extremely high, and routine purchases versus intensively considered purchases.
Consumer characteristics are, for instance, experiences, knowledge and socio-economic characteristics.
Frequently occurring choice situations:
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.