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Part Four Objectives and Budgeting for Integrated Marketing
Communications Programs
Belch: Advertising and
Promotion, Sixth Edition
Figure 7-3
Communications effects
pyramid
Figure 7-4 Setting
objectives using the
communications effects
pyramid
IV. Objectives and
Budgeting for Integrated
Marketing
Communications Programs
7. Establishing Objectives
and Budgeting for the
Promotional Program
5%
Repurchase/
regular use
20% Trial
25% Preference
40% Liking
70% Knowledge / comprehension
90% Awareness
© The McGraw−Hill
Companies, 2003
translate a sales goal into a specific communications objective. But at some point a sales
goal must be transformed into a communications objective. If the marketing plan for an
established brand has as an objective of increasing sales by 10 percent, the promotional
planner will eventually have to think in terms of the message that will be communicated
to the target audience to achieve this. Possible objectives include the following:
• Increasing the percentage of consumers in the target market who associate
specific features, benefits, or advantages with our brand.
• Increasing the number of consumers in the target audience who prefer our product
over the competition’s.
• Encouraging current users of the product to use it more frequently or in more
situations.
• Encouraging consumers who have never used our brand to try it.
Product: Backstage Shampoo
Time period: Six months
Objective 1: Create awareness among 90 percent of target audience. Use repetitive
advertising in newspapers, magazines, TV and radio programs. Simple message.
Objective 2: Create interest in the brand among 70 percent of target audience.
Communicate information about the features and benefits of the brand—i.e., that it
contains no soap and improves the texture of the hair. Use more copy in ads to convey
benefits.
Objective 3: Create positive feelings about the brand among 40 percent and
preference among 25 percent of the target audience. Create favorable attitudes by
conveying information, promotions, sampling, etc. Refer consumer to website for more
information, beauty tips, etc.
Objective 4: Obtain trial among 20 percent of the target audience. Use sampling
and cents-off coupons along with advertising and promotions. Offer coupons through
website.
Objective 5: Develop and maintain regular use of Backstage Shampoo among 5
percent of the target audience. Use continued-reinforcement advertising, fewer
coupons and promotions. Increase communications efforts to professionals.