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Belch: Advertising and
Promotion, Sixth Edition
IV. Objectives and
Budgeting for Integrated
Marketing
Communications Programs
7. Establishing Objectives
and Budgeting for the
Promotional Program
set ones that are inadequate for guiding the development of the promotional plan or measuring
its effectiveness. Many marketers are uncertain as to what integrated marketing
communications should be expected to contribute to the marketing program. The goal of
their company’s advertising and promotional program is simple: to generate sales. They
fail to recognize the specific tasks that advertising and other promotional mix variables
must perform in preparing customers to buy a particular product or service.
As we know, advertising and promotion are not the only marketing activities
involved in generating sales. Moreover, it is not always possible or necessary to measure
the effects of advertising in terms of sales. For example, the Toyota ad in Exhibit
7-1 is designed to promote the company’s concern for the environment.
Consider the State Farm ad shown in Exhibit 7-2. What objectives (other than generating
sales) might the company have for this ad? How might its effectiveness be
measured?
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. Attention
is given to the various types of objectives appropriate for different situations. We will
also examine the budget-setting process and the interdependence of objective setting and
budgeting.
Perhaps one reason many companies fail to set specific objectives
for their integrated marketing communications programs is that
they don’t recognize the value of doing so. Another may be disagreement
as to what the specific objectives should be. Advertising and promotional
objectives are needed for several reasons, including the functions they serve in communications,
planning and decision making, and measurement and evaluation.
Communications
Specific objectives for the IMC program facilitate coordination of the various groups
working on the campaign. Many people are involved in the planning and development
Exhibit 7-1 The objective of this ad is to demonstrate
Toyota’s concern for the environment
© The McGraw−Hill
Companies, 2003
The Value of Objectives
Exhibit 7-2 State Farm’s objectives for this ad may
be other than sales
195
Chapter Seven Establishing Objectives and Budgeting for the Promotional Program