Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
Related
behavioral
dimensions
Conative
The realm of motives.
Ads stimulate or direct
desires.
Affective
The realm of emotions.
Ads change attitudes
and feelings.
Cognitive
The realm of thoughts.
Ads provide information
and facts.
IV. Objectives and
Budgeting for Integrated
Marketing
Communications Programs
Movement
toward
purchase
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
7. Establishing Objectives
and Budgeting for the
Promotional Program
Example of types of
promotion or advertising
relevant to various steps
Point-of-purchase
Retail store ads
Deals
“Last-chance” offers
Price appeals
Testimonials
Competitive ads
Argumentative copy
“Image” copy
Status, glamour appeals
Announcements
Descriptive copy
Classified ads
Slogans
Jingles
Skywriting
Teaser campaigns
various steps in the Lavidge and Steiner hierarchy of effects model as the consumer
moves from awareness to purchase, along with examples of types of promotion or
advertising relevant to each step.
Communications Effects Pyramid Advertising and promotion perform
communications tasks in the same way that a pyramid is built, by first accomplishing
lower-level objectives such as awareness and knowledge or comprehension. 11 Subsequent
tasks involve moving consumers who are aware of or knowledgeable about the
product or service to higher levels in the pyramid (Figure 7-3). The initial stages, at the
base of the pyramid, are easier to accomplish than those toward the top, such as trial
and repurchase or regular use. Thus, the percentage of prospective customers will
decline as they move up the pyramid. Figure 7-4 shows how a company introducing a
new brand of shampoo targeted at 18- to 34-year-old females might set its IMC objectives
using the communications effects pyramid.
The communications pyramid can also be used to determine promotional objectives
for an established brand. The promotional planner must determine where the target
audience lies with respect to the various blocks in the pyramid. If awareness levels for
a brand and knowledge of its features and benefits are low, the communications objective
should be to increase them. If these blocks of the pyramid are already in place, but
liking or preference is low, the advertising goal may be to change the target markets’
image of the brand and move consumers through to purchase.
Problems with Communications Objectives Not all marketing and
advertising managers accept communications objectives; some say it is too difficult to
© The McGraw−Hill
Companies, 2003
Figure 7-2 Effect of
advertising on consumers:
movement from awareness
to action
203
Chapter Seven Establishing Objectives and Budgeting for the Promotional Program