Establishing Objectives and Budgeting Sam Skreen

Nature of Objectives Setting GOALS (Objectives) Specific Measureable Attainable Realistic Quantifiable SMARQ!

Sales Objectives Ad campaign increased sales by 107% “Look at your sales, now look at me, now look back at your sales.”

Communication Objectives Sent appropriate message to target consumers Builds long term brand direction

Budgeting Firms must ensure the objectives are within their budget Advertisers MUST communicate the value generated by the ad campaign

DAGMAR Define Advertising Goals for Measuring Advertising Results

Creative Strategy Planning and Development Monica Oedegaard

Old Spice commercial: “Smell like a man, man”

Over the last seven years the body cleansing category has been changing dramatically Males who used to buy low price traditionally bar soaps have become increasingly willing to experiment with more involved shower products Old Spice’s target audience: years old males. Some problems when target audience expressed confusion; overly feminine, “not for me”. Old Spice, before the launch of “Smell like a man, man”

“Smell like a man, man” In 2010, they launched the “Smell like a man, man” commercial to try a new approach where their goal was to reach out with an ad that man and woman would enjoy together. The creative team wanted to position the product as “helping guys navigate the seas of manhood” Within two months of its launch it became a sensation on the internet and gained more than 8 million hits on YouTube.

Nearly 105 million YouTube views of the campaign 1.2 billion earned media impressions 2700% increase in Twitter followers 800% increase in Facebook fan interaction 300% increase in traffic to Numbers:

Sources: “Advertising and Promotion” by George E. Belch & Michael A. Belch (Chapter 8, page ) et_OldSpice.pdf et_OldSpice.pdf

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