Selecciones - Webs

212
Part Four Objectives and Budgeting for Integrated Marketing
Communications Programs
Belch: Advertising and
Promotion, Sixth Edition
IV. Objectives and
Budgeting for Integrated
Marketing
Communications Programs
7. Establishing Objectives
and Budgeting for the
Promotional Program
Figure 7-8 The San Diego Zoo sets objectives for various promotional elements
© The McGraw−Hill
Companies, 2003
Advertising
Objectives: Drive attendance to Zoo and Wild Animal Park. Uphold image and educate target audience and inform them of new attractions
and special events and promotions.
Audience: Members and nonmembers of Zoological Society. Households in primary and secondary geographic markets consisting of San
Diego County and 5 other counties in southern California. Tertiary markets of 7 western states. Tourist and group sales markets.
Timing: As allowed and determined by budget. Mostly timed to coincide with promotional efforts.
Tools/media: Television, radio, newspaper, magazines, direct mail, outdoor, tourist media (television and magazine).
Sales Promotions
Objectives: Use price, product, and other variables to drive attendance when it might not otherwise come.
Audience: Targeted, depending on co-op partner, mostly to southern California market.
Timing: To fit needs of Zoo and Wild Animal Park and cosponsoring partner.
Tools/media: Coupons, sweepstakes, tours, broadcast tradeouts, direct mail: statement stuffers, fliers, postcards.
Public Relations
Objectives: Inform, educate, create, and maintain image for Zoological Society and major attractions; reinforce advertising message.
Audience: From local to international, depending on subject, scope, and timing.
Timing: Ongoing, although often timed to coincide with promotions and other special events. Spur-of-the-moment animal news and
information such as acquisitions, births, etc.
Tools/media: Coverage by major news media, articles in local, regional, national and international newspapers, magazines and other
publications such as visitors’ guides, tour books and guides, appearances by Zoo spokesperson Joanne Embery on talk shows
(such as “The Tonight Show”).
Cause Marketing/Corporate Sponsorships/Events Underwriting
Objectives: To provide funding for Zoological Society programs and promote special programs and events done in cooperation with
corporate sponsor. Must be win-win business partnership for Society and partner.
Audience: Supporters of both the Zoological Society and the corporate or product/service partner.
Timing: Coincides with needs of both partners, and seasonal attendance generation needs of Zoo and Wild Animal Park.
Tools: May involve advertising, publicity, discount co-op promotions, ticket trades, hospitality centers. Exposure is directly proportional
to amount of underwriting by corporate sponsor, both in scope and duration.
Direct Marketing
Objectives: Maintain large powerful base of supporters for financial and political strength.
Audience: Local, regional, national and international. Includes children’s program (Koala Club), seniors (60+), couples, single memberships,
and incremental donor levels.
Timing: Ongoing, year-round promotion of memberships.
Tools: Direct mail and on-grounds visibility.
Group Sales
Objectives: Maximize group traffic and revenue by selling group tours to Zoo and Wild Animal Park.
Audience: Conventions, incentive groups, bus tours, associations, youth, scouts, schools, camps, seniors, clubs, military, organizations,
domestic and foreign travel groups.
Timing: Targeted to drive attendance in peak seasons or at most probable times such as convention season.
Tools: Travel and tourism trade shows, telemarketing, direct mail, trade publication advertising.
Internet
Objectives: Provide information regarding the zoo, programs, memberships and public relations activities.
Audience: All audiences interested in acquiring more information about the zoo.
Timing: Ongoing, updated frequently over time.
Tools: Website, including videos, shop zoo and zoo calendar.