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15 Cards in this Set
- Front
- Back
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What types of objectives are there? |
Corporate-ROI Market-Shares Advertising- Awareness Media- Frequency |
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What are the three functions of objectives? |
1. Communication- Coordination device- beginning 2. Direction- Campaign guidance, creative briefs,-middle 3. Means of evaluation-ends |
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Lagged affect |
It takes a while for advertising effects to take place |
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When can you use sales as an advertising objective? |
1. If advertising is the dominant force in the marketing mix 2. If ad calls for immediate payout |
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Direct Objective vs. Indirect Objective |
Ad ---Behavior ( Direct) --Direct mail, sales promo ad, retail price ad Ad---Intermediate Response ( indirect)---image ads, corporate ads |
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How does advertising Work? |
1. High Involvement- AIDA- Lavidge and Stein 2. Low Involvement |
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AIDA Model |
Attention--Interest--Desire--Action ( hierarchical model)
High Involvement |
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Ladvige and Steiner Model |
Hierarchy of Effects Think--Awareness, Knowledge ( Cognitive) Feel--Liking, preference ( affective) Do--Conviction, Purchase ( behavior) High Involvement |
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Problems with both models |
1. Number of stages 2. Order of stages |
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Low Involvement model |
awareness--action--conviction |
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Research shows that strong relationships exist b/t |
awareness & preference awareness & conviction |
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6 Qualities of Operational Objectives |
1. Communication 2. Well defined target 3. Measurable 4. Time Frame 5. Benchmark 6. Feasible |
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What are some errors of avtg. objectives |
focus too much on sales |
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criterion variable |
measure of response |
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Why don't we use sales to measure advtg. |
- many influences on sales - lagged effect |
