TAILIEUCHUNG - Lecture Advertising and promotion (2/e) – Chapter 8: Establishing objectives and budgeting for the IMC program

Chapter 8 - Establishing objectives and budgeting for the IMC program. The goals of this chapter are: To recognise the importance and value of setting specific objectives for advertising and imc; to understand the role objectives play in the imc planning process and the relationship of marketing communication objectives to marketing objectives; to know the differences between behavioural and communication objectives, and the issues regarding the use of each;. | Chapter 8 Establishing objectives and budgeting for the IMC program Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin To recognise the importance and value of setting specific objectives for advertising and IMC. To understand the role objectives play in the IMC planning process and the relationship of marketing communication objectives to marketing objectives. To know the differences between behavioural and communication objectives, and the issues regarding the use of each. To recognise some problems marketers encounter in setting objectives for their IMC programs. To understand the process of budgeting for IMC. To understand the theoretical issues involved in budget setting. To know the various methods of budget setting. Learning objectives Relation to text This slide sets out the chapter’s learning objectives on p. 192 of the text. Determining objectives Budgeting approaches Problems Characteristics Objectives & Budgets Top down DAGMAR RTTT AOS Setting objectives for IMC Build up SMARRT Hierarchy Objectives Budgets Communication vs behavioural Approaches to setting objectives Value of objectives Establishing the budget Allocating the budget Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 8 a shown on p. 226 of the text. Use of this slide This slide is a transition slide. The value of objectives Consensus Planning & decision making Measurement & evaluation Objectives Relation to text This slide relates to material on pp. 229 of the text. Summary overview This chapter examines the nature and purpose of objectives and the role they play in guiding the development, implementation, and evaluation of an IMC program. The value of setting objectives include the following: consensus—setting objectives facilitates the coordination of the various groups working on the campaign. Objectives represent agreement about what needs to be done with

• Marketing - Bán hàng
• Marketing communications
• Integrated marketing communications
• Lecture Advertising and promotion
• Establishing objectives
• Hierarchy of objectives
• Characteristics of objectives
• Lectures Marketing management
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• The role of marketing communications
• Developing effective communications
• Deciding on the marketing communications mix
• Integrated marketing program
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• Lecture Principles of marketing
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• Principles of marketing
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