Term
| Characteristics of good objectives |
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Definition
SMART
specific, mesurable, attainable, realistic, time specific |
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Term
| Promotional Marketing Objectives |
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Definition
- stated in firms mkt plan
- achieved through overall mkting plan
- Quantifiable(sales, mkt share, ROI)
- to be accomplished in set time period
- must be realistic/attainable to be effective
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Term
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Definition
- dervived from overall mkting plan
- more narrow than mkting objectives
- based on paticular com tasks
- designed to deliever approperiate messages
- focused on specific target audience
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Term
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Definition
| increase mkt share, increased sales, abd brand extensions |
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Term
| Factors influencing sales include |
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Definition
communication
tech
the economy
product quality
price
distribution |
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Term
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Definition
| suggests that the effects of advertising on sales are not always immediate and can occur over time |
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Term
| Where sale objectives are appropriate |
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Definition
Direct- response advertising
Durring sales promotion designed to induce immediate responce
when advertising plays dominate role in mkting program |
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Term
| Com effect pyramid/objectives |
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Definition
obj: move consumer from awareness to purchase
- 90% awareness
- 70% knowledge/comprehension
- 40% liking
- 25% preference
- 20% trial
- 5% use
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Term
| Dagmar- an approch to setting objectives |
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Definition
- Define
- Advertising
- Goals for
- Measuring
- Advertising
- Results
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Term
Characteristics of Objectives
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Definition
- Concrete, measrable tasks
- Well-defined audience
- Benchmark measures
- Specified time period
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Term
| Corcave-downward responce model |
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Definition
| as the amount of advertising increases, its incremental value decreases |
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Term
| S-shape responce function |
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Definition
| advertising expenditures have little to no effect at first, fallowed by increased effect, and then a slow wear-out effect (s-shaped) |
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Term
| Factors influencing Advertising Budgets |
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Definition
- product life cycle
- product durability
- differentiation
- hidden product qualities
- product price
- purchase frequency
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Term
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Definition
Top-down budgeting
-Top management(sets the spending limit)
Promotion budget set to stay within spending limit |
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Term
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Definition
part of top-down bud method
what we have to spare; what is left to spend |
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Term
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Definition
top-down bud method
no system; seems like good idea at time
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Term
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Definition
top down bud method
set % of slaes or avg per unit |
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Term
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Definition
top-down bud method
match competitor or industry avg spending |
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Term
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Definition
top-down bud method
spending is treated as a capital investment |
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Term
| Objective and task method |
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Definition
build up approach
isolate objects- create awareness of new product among 20% of target market
Determine tasks required- ad in mag, tv, radio
Estimate required expenditures
monitor
re-evaluate objectives
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Term
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Definition
determines the investment value of advertising/promoting approriation
build up approach |
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Term
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Definition
employ computer simulation models
build up approach |
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Term
| Factors that influence allocation of budget |
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Definition
org's structure
power/politics
characteristics of decision maker
approval/negotiation channels
preasure for senior managers to arrive at the optimal budget |
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