Setting Objectives & The Communication Brief<\/p>\n
1<\/p>\n
Break 12:15<\/p>\n
Last Class<\/p>\n
What are some common types of positioning?<\/p>\n
What is the consumer decision process?<\/p>\n
Why do we need to understand this?<\/p>\n
How can we determine where a consumer is in terms of decision-making stage?<\/p>\n
How can the decision-making process\/stages approach help determine:<\/p>\n
The tool to use?<\/p>\n
What we need to communicate?<\/p>\n
2<\/p>\n
Campaign Message (Positioning)<\/p>\n
Must be fully consistent with overall brand positioning<\/p>\n
Addresses how we are, specifically, approaching the communication of the brand positioning<\/p>\n
Identifies the information to be communicated to the target<\/p>\n
3<\/p>\n
Learning Agenda<\/p>\n
Using the consumer decision-making approach to understand what tools to use and what to communicate<\/p>\n
Customer-based Communications Objectives<\/p>\n
The Communication Brief<\/p>\n
The Consumer Decision Journey<\/p>\n
On Which Decision Stage does this Focus?<\/p>\n
Post-Purchase Stages<\/p>\n
Repurchase\/Loyalty<\/p>\n
Engage<\/p>\n
Advocate<\/p>\n
6<\/p>\n
Awareness<\/p>\n
Knowledge<\/p>\n
Liking<\/p>\n
Purchase<\/p>\n
Re-purchase<\/p>\n
Case 1<\/p>\n
30%<\/p>\n
28%<\/p>\n
25%<\/p>\n
23%<\/p>\n
20%<\/p>\n
Case 2<\/p>\n
80%<\/p>\n
35%<\/p>\n
25%<\/p>\n
23%<\/p>\n
20%<\/p>\n
Case 3<\/p>\n
80%<\/p>\n
70%<\/p>\n
45%<\/p>\n
23%<\/p>\n
20%<\/p>\n
Case 5<\/p>\n
80%<\/p>\n
70%<\/p>\n
45%<\/p>\n
38%<\/p>\n
30%<\/p>\n
Case 4<\/p>\n
80%<\/p>\n
65%<\/p>\n
45%<\/p>\n
35%<\/p>\n
8%<\/p>\n
Decision-Making Stages Approach<\/p>\n
Percentages of target<\/p>\n
7<\/p>\n
Awareness<\/p>\n
Knowledge<\/p>\n
Liking<\/p>\n
Purchase<\/p>\n
Re-purchase<\/p>\n
Case 1<\/p>\n
30%<\/p>\n
28%<\/p>\n
25%<\/p>\n
23%<\/p>\n
20%<\/p>\n
Case 2<\/p>\n
80%<\/p>\n
35%<\/p>\n
25%<\/p>\n
23%<\/p>\n
20%<\/p>\n
Case 3<\/p>\n
80%<\/p>\n
70%<\/p>\n
45%<\/p>\n
23%<\/p>\n
20%<\/p>\n
Case 5<\/p>\n
80%<\/p>\n
70%<\/p>\n
45%<\/p>\n
38%<\/p>\n
30%<\/p>\n
Case 4<\/p>\n
80%<\/p>\n
65%<\/p>\n
45%<\/p>\n
35%<\/p>\n
8%<\/p>\n
ADVERTISING<\/p>\n
MEDIA<\/p>\n
ADVERTISING<\/p>\n
MESSAGE<\/p>\n
DISTRIBUTION\/<\/p>\n
PRICE<\/p>\n
NICHE\/TARGET<\/p>\n
PRODUCT\/<\/p>\n
TARGET\/<\/p>\n
PROMOTION<\/p>\n
Decision-Making Stages Approach<\/p>\n
Each level is based on the total of the target you are interested in. E.G., for Case 1, out of 100 people, 30 are aware, 28 know what the product is about, 25 like it.<\/p>\n
Change the strategies \u2013 what are the possible strategies?<\/p>\n
8<\/p>\n
WOW\u2019s Primary Approach (time of the case)<\/p>\n
Watch advertisement<\/p>\n
Who do you think is the target of this?<\/p>\n
What does this communicate?<\/p>\n
What stage of the decision process is this communication focusing on?<\/p>\n
William Shatner. I am a shaman.<\/p>\n
You can be anyone you want.<\/p>\n
Role playing \u2013 give sense of what this is like. Free trial.<\/p>\n
10<\/p>\n
WOW\u2019s Primary Approach (time of the case)<\/p>\n
Watch advertisement<\/p>\n
Who do you think is the target of this?<\/p>\n
What does this communicate?<\/p>\n
What stage of the decision process is this communication focusing on?<\/p>\n
Pattern Advertising<\/p>\n
An approach to international advertising in which use the same basic position and communication objective across countries or regions but modify the specifics of each communication to better speak to the local audiences.<\/p>\n
WOW\u2019s Secondary Approach (time of the case)<\/p>\n
Look at FB page<\/p>\n
What does this communicate?<\/p>\n
Who do you think is the target of this?<\/p>\n
What stage of the decision process is this communication focusing on?<\/p>\n
What does this show? Different target<\/p>\n
Changes to the product and \u201cdirect\u201d communication with users (as opposed to the wider, non-user target trying to reach with the TV ads).<\/p>\n
14<\/p>\n
What did you learn (generalizable)?<\/p>\n
Focus reflections on generalizable learnings from working through this case.<\/p>\n
15<\/p>\n
Communication Targets<\/p>\n
Need to specify who we want to speak to with any given campaign or communication<\/p>\n
Our goal is to identify a segment of consumers who will respond positively to the same messaging and more positively than to other messaging.<\/p>\n
We need to figure out what to say to these people to get them to respond more favorably.<\/p>\n
Saw this is the video on S, T, P.<\/p>\n
How will you do this? One way you talked about targeting in general in the core is based on usage with the larger idea being to target based on profitability.<\/p>\n
For your marketing communications, you need to figure out who to communicate with what message.<\/p>\n
Our topic (sample nursing essay examples by the best nursing assignment writing service) for the rest of today\u2019s session is, based on what we have covered so far, how to use our analyses to set objectives for our actual communications. We will discuss objectives, different types, reasons for them and criteria for strong communications objectives.<\/p>\n
16<\/p>\n
Communication Targets<\/p>\n
Need to specify who we want to speak to with any given campaign or communication<\/p>\n
Our goal is to identify a segment of consumers who will respond positively to the same messaging.<\/p>\n
We need to figure out what to say to these people to get them to respond more favorably.<\/p>\n
Need to develop a communication objective based on the what to say to the specific target.<\/p>\n
17<\/p>\n
Communication Objectives<\/p>\n
Goals for marketing communications<\/p>\n
campaigns or programs that are<\/p>\n
based on communication tasks (rather than just on sales).<\/p>\n
18<\/p>\n
Developing Communication Objectives<\/p>\n
Consumer behavior and choice is influenced by consumer goals<\/p>\n
Need to understand consumer decision making to be able to influence your target<\/p>\n
Look for a consumer insight that can provide some differentiation and move the market<\/p>\n
19<\/p>\n
The objective for a campaign is based on your target\u2019s decision-making stage, what they think about you and what they need to think about you.<\/p>\n
20<\/p>\n
Setting Objectives<\/p>\n
Types of Objectives<\/p>\n
Sales goals (Marketing Plan)<\/p>\n
Communication objectives (IMC Plan)<\/p>\n
21<\/p>\n
Goals \uf0e0 Big Picture<\/p>\n
Objectives \uf0e0 Plan of Attack<\/p>\n
What is the purpose of communication objectives?<\/p>\n
Provide direction. What do we need to change inside consumers\u2019 heads to achieve our sales goals?<\/p>\n
22<\/p>\n
Need for Communication Objectives<\/p>\n
Consumers usually do not<\/p>\n
buy immediately.<\/p>\n
Consumers must gain relevant<\/p>\n
information and develop positive<\/p>\n
associations with a brand<\/p>\n
before a purchase<\/p>\n
will be made.<\/p>\n
23<\/p>\n
Need for Communication Objectives<\/p>\n
\u201cAt some point,<\/p>\n
sales-oriented objectives<\/p>\n
must be translated into what<\/p>\n
a company hopes to<\/p>\n
communicate and<\/p>\n
to whom it hopes<\/p>\n
to communicate it.\u201d<\/p>\n
24<\/p>\n
Communication Objective<\/p>\n
Starts with understanding of the target consumer and specifies the communication task that needs to be achieved to move the consumer as desired<\/p>\n
At this time, what does the consumer need to understand, know, feel, or believe?<\/p>\n
Effective Communication Objectives\u2026<\/p>\n
Specify the target<\/p>\n
Set a communication task<\/p>\n
Identify a benchmark (current levels)<\/p>\n
Indicate the desired outcome<\/p>\n
Set time period for achievement<\/p>\n
(Indicate appropriate measurement)<\/p>\n
26<\/p>\n
What Do We Mean by a \u201cCommunication Task?\u201d<\/p>\n
Create awareness; build knowledge of a brand benefit; develop understanding of the brand image\/personality; clarify where to find the product (where distribution is); let me know that the product exists; communicate that there is a three-day sale; get people to click through to our website.<\/p>\n
27<\/p>\n
Communication task: increase knowledge of the role-playing aspect of WOW<\/p>\n
Effective Communication Objectives\u2026<\/p>\n
Specify the target<\/p>\n
Set a communication task<\/p>\n
Identify a benchmark (current levels)<\/p>\n
Indicate the desired outcome<\/p>\n
Set time period for achievement<\/p>\n
(Indicate appropriate measurement)<\/p>\n
Specify the communications task.<\/p>\n
Specify the success criteria<\/p>\n
29<\/p>\n
Is this an Effective Communication Objective?<\/p>\n
Increase percentage of consumers who believe that our product is easy and convenient.<\/p>\n
What is missing?<\/p>\n
30<\/p>\n
Communication Objective<\/p>\n
Increase percentage of target consumers who believe that our product is easy and convenient from current 15% to 30% in next 6 months.<\/p>\n
Effective Communication Objective?<\/p>\n
Increase HH penetration by 10% during the next year.<\/p>\n
What is wrong with this? What is the communication task?<\/p>\n
32<\/p>\n
This is a Sales Objective<\/p>\n
Increase HH penetration by 10% during the next year.<\/p>\n
No communication task<\/p>\n
33<\/p>\n
Effective Communication Objective?<\/p>\n
Expose 90% of our target to 3 or more communications during the next three months.<\/p>\n
Media objective<\/p>\n
34<\/p>\n
This is a Media Objective<\/p>\n
Expose 90% of our target to 3 or more communications during the next three months.<\/p>\n
Media objective, no communication task<\/p>\n
35<\/p>\n
Characteristics of Effective Objectives<\/p>\n
Specific<\/p>\n
Include communication task and target<\/p>\n
Measurable<\/p>\n
Identifies a starting point<\/p>\n
Identifies the desired outcome<\/p>\n
Method for assessment<\/p>\n
Agreed upon<\/p>\n
Realistic<\/p>\n
Time-focused<\/p>\n
36<\/p>\n
Increase knowledge of the role-playing aspect of WOW (from basically 0) to 50% of non-gamers by January 2008<\/p>\n
Reach 25% agreement by the non-gamer target with \u201cThe immersive role-playing offered by WOW looks fun\u201d by January 2008<\/p>\n
The Communication Objective is the Foundation<\/p>\n
Once you have developed a SMART communication objective, develop a Communication Brief<\/p>\n
Communication Brief<\/p>\n
Problem to Solve<\/p>\n
Target Audience<\/p>\n
Positioning\/Message<\/p>\n
Specific Communication Objective(s)<\/p>\n
Key Benefit (for target)<\/p>\n
Reasons Why (target should believe)<\/p>\n
Intended Reaction\/Single Thought<\/p>\n
“Mandatories\u201d<\/p>\n
Signatures<\/p>\n
39<\/p>\n
Lactaid<\/p>\n
Write down what comes to mind<\/p>\n
Wanted to increase sales and believed that there were many people who would benefit from consuming less lactose.<\/p>\n
Why aren\u2019t they purchasing and\/or consuming?<\/p>\n
40<\/p>\n
Lactaid<\/p>\n
Many associate primarily with dietary supplement \u2013 \u201cmedicine\u201d<\/p>\n
41<\/p>\n
Lactaid<\/p>\n
While Lactaid has lactose-free dairy products (to replace products with lactose), many consumers associate them with their dietary supplement products (to combat uncomfortable consequences of consuming lactose)<\/p>\n
Products include Lactaid milk, ice cream, and more<\/p>\n
42<\/p>\n
Lactaid<\/p>\n
Problem to solve: Many people do not purchase and or consume Lactaid dairy products because they think of Lactaid as \u201cfake\u201d or chemical-based. They associate Lactaid more with the dietary supplement than with dairy. Perceive of Lactaid dairy products as not really dairy.<\/p>\n
Lactaid<\/p>\n
Write a SMART communication objective to address the problem that they identified in their research<\/p>\n
44<\/p>\n
Lactaid Commercial: Communication Objective?<\/p>\n
45<\/p>\n
Communication Brief for Lactaid<\/p>\n
Problem to Solve<\/p>\n
Many people do not purchase and or consume Lactaid dairy products because they think of Lactaid as \u201cfake\u201d or chemical-based. They associate Lactaid more with the dietary supplement than with dairy. Think of Lactaid dairy products as not real dairy.<\/p>\n
Target<\/p>\n
Consumers who think Lactaid is fake, not real milk<\/p>\n
Positioning<\/p>\n
Position by product attributes: real dairy, wholesome, tasty<\/p>\n
Communication Brief<\/p>\n
Specific Communication Objective<\/p>\n
Increase awareness of Lactaid as lactose-free milk<\/p>\n
Develop target perceptions of Lactaid as real dairy\/milk<\/p>\n
Build target perception of Lactaid as real dairy that is delicious<\/p>\n
Communication Brief, continued<\/p>\n
What is wrong with these communication objectives??<\/p>\n
They are not really concrete and specific — want these to be quantified so we really know what we are trying to achieve with this communication effort.<\/p>\n
Could have another specific objective — for example, may have a communication objective of convincing some customers to test drive — promo.<\/p>\n
Specific Communication Objective<\/p>\n
Increase awareness of Lactaid as lactose-free milk from current 20% to 40% in next 6 months<\/p>\n
Develop target perceptions of Lactaid as real dairy\/milk to 40% of target in next 6 months<\/p>\n
Build target perception of Lactaid as real dairy that is delicious to 30% in next 6 months<\/p>\n
Communication Brief, continued<\/p>\n
Key Benefit<\/p>\n
I can enjoy the delicious taste of milk without upsetting my stomach<\/p>\n
Reasons Why (support for the key benefit)<\/p>\n
Lactaid is real milk with the lactose removed<\/p>\n
Communication Brief<\/p>\n
Intended Reaction\/Single Thought<\/p>\n
Wow! I didn\u2019t know that I could get delicious, healthy real milk without lactose<\/p>\n
Mandatories<\/p>\n
Lactaid brand logo<\/p>\n
A carton of Lactaid milk<\/p>\n
Signatures<\/p>\n
Communication Brief<\/p>\n
Lactaid Commercial: Communication Objective?<\/p>\n
52<\/p>\n
Who Should Develop the Brief?<\/p>\n
The BRAND! (\u201cClient\u201d)<\/p>\n
But in collaboration<\/p>\n
Pilot\/Co-Pilot Collaboration<\/p>\n
The brand owner needs to be the pilot.<\/p>\n
Collaborative<\/p>\n
It is critical that communications are consistent with the firm\u2019s strategy. That is, need to be sure that all of the promotions that are developed communicate some aspect of the brand\u2019s positioning.<\/p>\n
On strategy.<\/p>\n
57<\/p>\n
The Communication Brief<\/p>\n
\u201cThe brief is, by far, the most important part of your creative development journey as a client. The brief is not glamorous, it’s not sexy, and there will be no one standing on a table singing a song when you are pulling this together (that comes later). But you, the client, stand very little chance of getting something good at the other end if you don’t spend the time to develop a tight brief.\u201d<\/p>\n
Lesya Lysyj<\/p>\n
58<\/p>\n
In analyzing thousands of ad campaigns and<\/p>\n
execution test processes, the single biggest factor is<\/p>\n
simple to diagnose, but hard to fix \u2013 great ads come from a<\/p>\n
really strong, tight creative brief. Brilliant ideas, duds, or<\/p>\n
boringly average campaigns \u2013 there is a high correlation between<\/p>\n
these outcomes and how strong the brief was.<\/p>\n
Poor creative is too often the function of a vague<\/p>\n
or broad brief that leaves the agency up to its<\/p>\n
own imagination about what the customer is<\/p>\n
thinking and where the brand fits into<\/p>\n
consumers\u2019 lives.<\/p>\n
Need for a Brief<\/p>\n
Ralph Blessing<\/p>\n
From \u201cThree Keys to Unlock a Powerful Creative Brief: Great Ads Come from a Strong, Tight Creative Brief.<\/p>\n
Advertising Age<\/p>\n
59<\/p>\n
Major Selling Idea\/Unique Selling Proposition<\/p>\n
\u201cThe major selling idea should emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target\u2026be certain you can live with it; be sure it stands strong enough to remain the central issue in every ad and commercial in the campaign\u201d<\/p>\n
60<\/p>\n
Consumer Decision Journey<\/p>\n
All the ways in which a consumer interacts with the organization from initially learning about the organization to deciding whether to purchase, and re-purchase.<\/p>\n
61<\/p>\n
What is \u201cZMOT\u201d?<\/p>\n
The very short reading covers this idea \u2013 really just adding the notion that there is a lot of stuff consumers consider prior to really engaging with the decision.<\/p>\n
Pre-consideration web-based information gathering.<\/p>\n
Really do this \u201cbefore purchasing anything\u201d?<\/p>\n
62<\/p>\n
Consumer Journey<\/p>\n
The goal of conceptualizing the consumer decision journey is to consider all the points of interaction and to understand which are most important in influencing the consumer.<\/p>\n
Be sure that all important touchpoints create a consistent brand concept<\/p>\n
Target stages in the decision journey<\/p>\n
63<\/p>\n
Example<\/p>\n
64<\/p>\n
The CDJ and Branding in the Digital Age<\/p>\n
Understand your consumers\u2019 decision journey<\/p>\n
Determine which touchpoints are priorities<\/p>\n
Figure out how to leverage those<\/p>\n
Target priority touchpoints in priority stages<\/p>\n
Allocate resources accordingly<\/p>\n
\u201cOrchestrate\u201d<\/p>\n
65<\/p>\n
Overall Considerations for CDJ<\/p>\n
For each touchpoint, consider consistency with the brand promise.<\/p>\n
Consider how to provide strategic differentiation with your touchpoints.<\/p>\n
Identifying & Understanding Segments: Ask Consumers<\/p>\n
Milk Bone Chews: Size of Dog as basis for Segmentation?<\/p>\n
Ad Theme: Love of Master v. Best Buddy<\/p>\n
67<\/p>\n
Breakout Activity<\/p>\n
Developed two approaches<\/p>\n
Communicate: You and your dog love each other; Milk-Bones show your dog how much<\/p>\n
Communicate: Your dog is your always fun buddy; Milk-bones bring fun to your dog<\/p>\n
Dog owners watched and rated the ads (1 \u2013 10)<\/p>\n
Average = 7.25<\/p>\n
What do you need to do to understand if size of dog provides useful segmentation?<\/p>\n
68<\/p>\n
Breakout Activity<\/p>\n
Owners of\tLove between Owner & Dog\tYour Fun Buddy\tRow Average
\nSmall Dogs\t8\t5
\nLarge Dogs\t7\t9
\nColumn Average
\n69<\/p>\n
Activity<\/p>\n
Owners of\tLove between Owner & Dog\tYour Fun Buddy\tRow Average
\nSmall Dogs\t8\t5\t6.5
\nLarge Dogs\t6\t9\t7.5
\nColumn Average\t7\t7
\nWhat is your conclusion? Should we use the same or different communications?<\/p>\n
70<\/p>\n
Communication Response by Size of Dog<\/p>\n
Small Dog Owner Love between Owner & Dog My Fun Buddy 8 5 Large Dog Owner Love between Owner & Dog My Fun Buddy 7 9<\/p>\n
Next Week:<\/p>\n
Week 5 Reflection due Saturday Feb. 5 by 8:00 pm<\/p>\n
Prepare Case: Pillsbury<\/p>\n
Read:<\/p>\n
Empathy Mapping<\/p>\n
Planning for Integrated Marketing Communications<\/p>\n
Integrating Marketing Communications\u2026<\/p>\n
NEXT week Pillsbury Individual Assignment<\/p>\n
Be sure to work on your Final Project with your group<\/p>\n
72<\/p>\n
Thank you & Have a Good Week<\/p>\n
Lavf54.6.100<\/p>\n
Lavf56.40.101<\/p>\n
Lavf57.83.100<\/p>\n","protected":false},"excerpt":{"rendered":"
Setting Objectives & The Communication Brief 1 Break 12:15 Last Class What are some common types of positioning? What is the consumer decision process? Why\u2026<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8819,8823,8821,8818,8080,8079,8817,8816,8824,8820,8822],"tags":[8893,1053,8883,8885,8884,8888,8889,8890,8894,8892,8887,8886,54,8895,8891],"class_list":["post-99412","post","type-post","status-publish","format-standard","hentry","category-best-master-thesis-writing-service","category-best-thesis-writing-services","category-cheap-thesis-writing-services","category-master-thesis-help","category-master-thesis-writing-service","category-online-thesis-writing-services","category-thesis-help-online-free","category-thesis-writing-help-online","category-thesis-writing-services-cost","category-thesis-writing-services-near-me","category-thesis-writing-services-reviews","tag-australia-nursing-writing-help","tag-case-study-help","tag-criminal-justice-essay-writers","tag-criminal-law-research-essay-writers","tag-criminology-paper-writing-service","tag-essay-roo","tag-my-assignment-help","tag-need-nursing-assignment-help-in-australia","tag-nursing-assignments","tag-nursing-essay-help-by-australian-academic-writers","tag-nursing-essay-writing-help-australia","tag-nursing-homework-assignment-help","tag-nursing-writing-help","tag-nursing-writing-helpers","tag-treat-assignment-help"],"_links":{"self":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts\/99412","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/comments?post=99412"}],"version-history":[{"count":0,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts\/99412\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/media?parent=99412"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/categories?post=99412"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/tags?post=99412"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}