1. What do you want? Establishing IBP Objectives Chapter 5

2. The case for Objectives Set the direction Evaluate efforts Separate from sales – Unless only factor Infomercials, Direct Response Keep on target (audience) Establish benchmarks Objectives will vary according to PLC

3. Steps to an IBP Plan 1.Situation Analysis 2.Target Market 3.Objectives 4.Message 5.Budget 6.Media Plan 7.Evaluation

4. What are objectives? Clear Concise Specific Measurable

5. How to phrase? Basic message to be delivered Audience (Target Market) Intended effects Criteria to measure

6. The SMARTT Method Specific effect Measurable Achievable Realistic Targeted Timed

7. Objective Categories Knowledge based – Attention, awareness, interest Feeling based – Attitudes – Brand identity – Associations Action based – Sales oriented

8. Target Market Review Write a Profile – Demographics AND Psychographics Get a picture Make sure it IS complete Have it present at all times

9. Target Market Profile Sample Stacy Stiles is a 43-year old married female solo entrepreneur with a professional organizing business. She's fairly Internet-savvy and very business-savvy, having been a professional organizer for over 7 years. She invests about 50% of her profit back into her business and pays herself the remainder. She lives in a middle-class neighborhood in bedroom community outside Seattle with her 2 teenage children, Aiden and Emily, one dog, Isaboo, and her husband, David, who owns a landscaping business. She's involved in her children's education and activities, attending Aiden's basketball games and Emily's Junior ROTC drills. She works from her home office and makes approximately $85,000/year. She jogs 3 times a week to keep herself in shape for the 2 marathons she participates in each year. She loves to go antiquing and checking out the latest art festival in her community. Her big dream is to go to Greece with her husband.

10. Book Sample

11. The Message Where your story comes in – Benefit to audience – Attributes  Benefits – Can be physiological or psychological “When I _____, I will _____.” Examples?

12. Intended Effects Category need Brand awareness Brand attitude Brand purchase intention Purchase facilitation

13. Intended Effects What the promotional mix will accomplish Facilitate movement of audience up the hierarchy Can affect three variables – Awareness – Knowledge – Attitudes

14. Intended Effects: Hierarchy of Effects Review Consumer Decision Making Process The Basics: 1.Awareness 2.Knowledge 3.Liking (+/-) 4.PreferenceAttitudes 5.Conviction 6.Purchase

15. Sample Objectives Increase unaided awareness of Zippies from 20% to 30% (Awareness) among target market, in general, etc. Increase percentage of the target audience who believe Zippies contain “lowest levels of fat” of any brand in the category from 0 to 10% Increase percentage of the target audience who strongly agree with the statement “Zippies are environmentally safe” from 15% to 30% (Attitude)

16. Measurement: How results will be measured Refer back to research lecture Needs a budget too Pre and post campaign – Pre establishes a benchmark to measure against Specify in the objectives or in a section following the objectives MUST BE DEFINED PRIOR TO LAUNCH NOT AFTER

17. Measurement Examples STAGEMEASURESEXAMPLES AwarenessUnaided recall Aided recall Which toothpastes come to mind? Have you ever heard of ABC brand? KnowledgeDirect questions Playback Which brand of toothpaste has XYZ added? Which brand of toothpaste claims “abcdefg”? LikingRanking Rating Scales Three favorite brands On a scale of 1 to 5… PreferenceLikert scalesStrongly agree, agree…. ConvictionSemantic differential scales Projective techniques Describe ABC toothpastes using the following adjective scales Tell me about…why PurchaseSelf-reportBrand you usually use

18. St. David’s Hospital