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Marcom Objective Setting and Budgeting
19

IMC Objective Setting and Budgeting

Apr 05, 2015

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Page 1: IMC Objective Setting and Budgeting

Marcom Objective

Setting and Budgeting

Page 2: IMC Objective Setting and Budgeting

Setting Marcom Objectives

Goals that the various marcom elements

aspire to individually or collectively

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aspire to individually or collectively

achieve during a scope of time such as

a business quarter or fiscal year.

Page 3: IMC Objective Setting and Budgeting

Some Marcom Goals

• Facilitate the successful introduction of

new brands.

• Build sales of existing brands by

increasing the frequency of use, the

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increasing the frequency of use, the

variety of use, or the quantity purchased.

• Inform the trade and consumers about

brand improvements.

Page 4: IMC Objective Setting and Budgeting

Marcom Goals

• Create brand awareness

• Enhance a brand’s image

• Generate sales leads

• Persuade the trade to handle the

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• Persuade the trade to handle the

manufacturer’s brands

• Stimulate point-of-purchase sales

• Increase customer loyalty

Page 5: IMC Objective Setting and Budgeting

Marcom Goals

• Improve corporate relations with special interest groups

• Offset bad publicity about a brand or generate good publicity

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generate good publicity

• Counter competitors’ communication efforts

• Provide customers with reasons for buying immediately instead of delaying a purchase

Page 6: IMC Objective Setting and Budgeting

Why Set Marcom Objectives

• Expression of management consensus

• Guides the budgeting, message, and

media aspects of advertising strategy

• Provide standards against which results

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• Provide standards against which results

can be measured

Page 7: IMC Objective Setting and Budgeting

The Hierarchy of Marcom Effects

♦ The hierarchy of

effects metaphor

implies that for

marketing

communications

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communications

to be successful

it must move

consumers from

one goal to the

next goal.

Page 8: IMC Objective Setting and Budgeting

Should Marcom Objectives Be Stated

in Terms of Sales?

Presales Objectives:

communication

objectives that attempt

to increase the target

audience’s brand

Sales Objectives:

means the marcom

objective literally is to

increase sales by a

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audience’s brand

awareness, enhance

their attitudes toward

the brand, shift their

preferences from the

competitors’ brand and

so on.

particular amount.

Page 9: IMC Objective Setting and Budgeting

Should Marcom Objectives Be Stated

in Terms of Sales?

Traditional View (Thesis)

• Sales volume is the consequence of

a host of factors in addition to

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a host of factors in addition to

marcom

• Effect of marcom efforts is delayed

Page 10: IMC Objective Setting and Budgeting

Sales Volume as

a Marcom Objective

Heretical View (Antithesis)

• Marcom’s purpose is to generate

sales

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sales

• Sales measures are “vaguely right”

Page 11: IMC Objective Setting and Budgeting

An Accountability Perspective

(Synthesis)

• Chief executives and financial officers are

demanding greater accountability from

marcom programs.

• The measurement of effects of a program

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• The measurement of effects of a program

should not stop short of measuring the

effect on sales.

Page 12: IMC Objective Setting and Budgeting

Marcom Budgeting in Theory

• The best(optimal) level of any investment is the

level that maximizes profits(MR=MC)

• Advertisers should continue to increase their

advertising investment as long as it is profitable

to do so

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to do so

– Every additional dollar spent on MARCOM brings in

more than a dollar in revenue (MR>MC), it is profitable

to continue MARCOM spending.

– If the additional dollar spent on MARCOM brings in

less than a dollar in revenue (MR<MC), MARCOM

spending needs to be cut.

– Thus profits are maximized when MR = MC

Page 13: IMC Objective Setting and Budgeting

Sales-to-Advertising Response

Function

The relationship between money invested in

advertising and the response, or output, of

that investment in terms of revenue

generated.

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generated.

Page 14: IMC Objective Setting and Budgeting

Practical Budgeting Methods

• Percent-of-Sales Budgeting

• Objective-and-Task Method

• Competitive Parity Method

(match competitors’ method)

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(match competitors’ method)

• Affordability Method

Page 15: IMC Objective Setting and Budgeting

Percentage-of-Sales Budgeting

• A company sets a brand’s advertising

budget by simply establishing the

budget as a fixed percentage of past or

anticipated sales volume

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anticipated sales volume

• Criticized as being illogical

Sales=f(Advertising) (o)

Advertising=f(Sales) (x)

• During recession?

Page 16: IMC Objective Setting and Budgeting

Objective-and-Task Method

• The most sensible and defendable

advertising budgeting method

• Specify what role they expect advertising

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• Specify what role they expect advertising

to play for a brand and then set the

budget accordingly

• Build upwards by costing activities

Page 17: IMC Objective Setting and Budgeting

The Competitive Parity Method

• Sets the ad budget by basically following what

competitors are doing

• SOM- (share of market) the ratio of one

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• SOM- (share of market) the ratio of one

brand’s revenue to total category revenue

• SOV- (share of voice) the ratio of a brand’s

advertising expenditures to total category

advertising expenditures

Page 18: IMC Objective Setting and Budgeting

The SOV/SOM Effect and Ad

Spending Implications

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Page 19: IMC Objective Setting and Budgeting

Affordability Method

• Only the funds that remain after

budgeting for everything else are spent

on advertising

• Only the most unsophisticated and

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• Only the most unsophisticated and

impoverished firms

• However, affordability and competitive

considerations influence the budgeting

decisions of all companies