tài liệu truyền thông - chap06 - thiết lập mục tiêu và ngân sách

Understand the process of marcom objective setting and the requirements for good objectives.. Setting Marcom Objectives• Marcom Objectives achieve individually or collectively during a s

Objective Setting and Budgeting

Objective Setting and Budgeting

CHAPTER 6

CHAPTER 6

1 Understand the process of marcom objective setting and

the requirements for good objectives.

2 Appreciate the hierarchy-of-effects model and its relevance

for setting marcom objectives.

3 Comprehend the role of sales as a marcom objective and

the logic of vaguely right versus precisely wrong thinking.

4 Know the relation between a brand’s share of market

(SOM) and its share of voice (SOV) and the implications

for setting an advertising budget.

5 Understand the various rules of thumb, or heuristics, that

the requirements for good objectives.

for setting marcom objectives.

the logic of vaguely right versus precisely wrong thinking.

(SOM) and its share of voice (SOV) and the implications

for setting an advertising budget.

Setting Marcom Objectives

• Marcom Objectives

achieve individually or collectively during a scope of time such as a business quarter or fiscal year

• Setting Marcom Objectives

of advertising strategy

measured

Marcom Objectives and Tools

Marcom Objective Marcom Tool

Facilitate the successful introduction of new

brands Brand naming and packaging, advertising, sales promotions, word-of-mouth buzz generation, and

point-of-purchase (P-O-P) displays

Build sales of existing brands by increasing

the frequency of use, the variety of uses, or

the quantity purchased

Advertising and sales promotions

Inform the trade (wholesalers, agents or

brokers, and retailers) and consumers about

brand improvements

Personal selling and trade-oriented advertising

Create brand awareness Advertising, packaging, and P-O-P messages).

Enhance a brand’s image Brand naming and packaging, advertising, event

sponsorship, cause-oriented marketing, and marketing-oriented public relations

Marcom Objectives and Tools (cont’d)

Marcom Objective Marcom Tool

Persuade the trade to handle the

manufacturer’s brands Trade-oriented advertising and personal selling

Stimulate point-of-purchase sales Brand naming and packaging, P-O-P

messages, and external store signage Increase customer loyalty Advertising and sales promotions

Improve corporate relations with special

interest groups

Marketing-oriented PR

Offset bad publicity about a brand or generate

Counter competitors’ communications efforts Advertising and sales promotions

Provide customers with reasons for buying

immediately instead of delaying a purchase

Advertising and sales promotions

Hierarchy of

Marcom Effects

Figure 6.1

The hierarchy of effects

metaphor implies that for

marketing communications to

be successful it must move

consumers from one goal to

the next goal.

The Hierarchy of Marcom Effects

• Advancing Consumers from Unawareness to

Awareness

for quickly creating brand awareness

• Creating an Expectation

brand

• Encouraging Trial Purchases

rebate offers encourage trial behaviors

The Hierarchy of Marcom Effects (cont’d)

• Forming Beliefs and Attitudes

attitude toward the brand

• Reinforcing Beliefs and Attitudes

attitudes based on product usage experience

• Accomplishing Brand Loyalty

brand-loyalty which reduces price sensitivity

Criteria That Good Marcom Objectives Must Satisfy

Figure 6.3

Should Marcom Objectives Be Stated in

Terms of Sales?

• Objectives of Presales Communication

• Sales Objectives

a particular amount

The Logic of Vaguely Right versus Precisely Wrong Thinking

Figure 6.4

Should Marcom Objectives Be Stated

in Terms of Sales?

The Heretical

View (Antithesis)

• Marcom objectives should always be stated in terms of sales or

market share gains and that failure to do so is a cop-out

• Marcom’s purpose is to generate sales.

• A host of factors (e.g., advertising, sales promotions, and other

elements of the marcom program) can affect sales.

• Marcom’s effect on sales is typically delayed, or lagged.

Accountability

Perspective

• Companies and their chief executives and financial officers are

demanding greater accountability from marcom programs

Marcom Budgeting

• Budgeting in Theory

that maximizes profits

 Marginal revenue = Marginal cost, MR=MC

 Marginal Cost = Change in total cost = TC

Change in quantity Q

 Marginal Revenue = Change in total revenue = TR

Change in quantity Q

investment as long as it is profitable to do so

Marcom Budgeting

• Sales-to-Advertising Response Function

advertising and the response, or output, of that

investment in terms of revenue generated

Hypothetical Sales-to-Advertising Response Function

Table 6.1

Budgeting in Practice

• Percentage-of-Sales Budgeting

(e.g., last year’s) or anticipated (e.g., next year’s)

sales volume

• Objective-and-Task Budgeting

expect advertising (or some other marcom element)

to play for a brand and then set the budget

accordingly

Budgeting in Practice (cont’d)

• Percentage-of-Sales Budgeting

(e.g., last year’s) or anticipated (e.g., next year’s)

sales volume

Sales = ƒ(Advertising) versus Advertising = ƒ(Sales)

• Objective-and-Task Budgeting

expect advertising (or some other marcom element)

to play for a brand and then set the budget

accordingly

Steps in Objective-and-Task Budgeting

accomplished

accomplish overall marketing objectives

communication mix

response level goals required to achieve marketing

objectives

expenditures required to accomplish the advertising

Budgeting in Practice (cont’d)

• Competitive Parity Method Budgeting

competitors are doing

 The ratio of one brand’s revenue to total category revenue

 The ratio of a brand’s advertising expenditures to total

category advertising expenditures

Choosing Marcom Pathways

• Encoding Variability Hypothesis

are created between the object to be remembered

and the information about the object that is to be

remembered

• Enhancing Memory for Advertised Information

Advertising Spend, SOV, and SOM for Top-10 Wireless Phone Brands

Table 6.2

Advertising Spend, SOV, and SOM for Top-10 Beer Brands

Table 6.3

The SOV Effect and Ad Spending Implications

Figure 6.5

Budgeting in Practice (cont’d)

• The Affordability Method

after budgeting for everything else

insignificance (vis-à-vis other investment options)

unimportant to a brand’s present success

results