how the marketer receive the tasks from his manager or from outsourced marketing agency

1. Communication objectives
for
Big Accounts
DR WALID EL-ETRIBY

2. Walid El Etriby
 My Job is to help people developing their business skills
in the field of management and marketing for the last
14 years.
 I have gained my field experience through working in
different culture, industries and different markets.

3. Agenda
 Marketing ,sales and communication objectives
 Integrated marketing communication “IMC” objectives
 Examples of IMC objectives
 Creative brief.
 General marketing plans analysis
 Bonus topic : Communication & Customer Decision
Making models

5. Marketing objectives
 Are generally stated in the firm’s marketing plan
 Are statements of what is to be accomplished by the
overall marketing program within a given time period.
 Defined in terms of specific, measurable outcomes such
as
sales volume, market share, profits, or return on investment.

6. Marketing objectives
 Good marketing objectives are quantifiable
they delineate the target market and note the time frame
for accomplishing the goal (often one year).

7. Sales-Oriented Objectives
 To many managers, the only meaningful objective for
their promotional program is sales.
 Such as increasing sales volume by a certain
percentage or dollar amount or increasing the brand’s
market share.

8. Sales-Oriented Objectives

9. Communications Objectives
 Advertising and other promotional efforts are
designed to achieve such communications as :
 brand knowledge
 Interest
 favorable attitudes and image
 purchase intentions.

10. Communications Objectives
 Consumers are not expected to respond immediately.
 Advertisers realize they must provide relevant
information and create favorable predispositions
toward the brand before purchase behavior will occur.

11. Integrated marketing communications objectives
 They are statements of what various aspects of the IMC
program will accomplish.
 They should be based on the particular
communications tasks required to deliver the
appropriate messages to the target audience.
 Managers must be able to translate general marketing
goals into communications goals and specific
promotional objectives.
 Sometimes companies do not have a formal marketing
plan.

12. Example
 If the marketing plan for an established brand has an
objective of increasing sales by 10 percent,
 the promotional planner will eventually have to think in
terms of the message that will be communicated
 to the target audience to achieve this.

13. Example
 Possible objectives include the following:
1. Increasing the percentage of consumers in the target
market who associate specific features, benefits, or
advantages with our brand.
2. Increasing the number of consumers in the target
audience who prefer our product over the competition’s.
3. Encouraging current users of the product to use it more
frequently or in more situations.
4. Encouraging consumers who have never used our brand
to try it.

14. Example 2

15. Creative Brief
 Specifies the basic elements of the creative strategy.
 Different agencies may call this document a
 creative platform
 work plan
 creative blueprint
 creative contract.

16. Content of creative brief
1. Basic problem or issue the advertising must address.
2. Advertising and communications objectives.
3. Target audience.
4. Major selling idea or key benefits to communicate.
5. Creative strategy statement (campaign theme, appeal, and execution technique to be
used).
6. Supporting information and requirements.
7. Schedule (what is needed and when).

17. Example

18. Example

19. Total marketing plan
 tasks from agency1 pampersimcplan-101213090835-phpapp02.pdf
 tasks from agency2 hmimccampaign1-150923015557-lva1-app6892.pdf
 tasks from agency3 amooreimc610week9-141110230711-conversion-
gate01.pdf

20. Communication
&
Customer Decision Making

21. Why ?
 Know the bases to create content
 Importance of the CTA “call to action”
 Setting the right KPIs when dealing with customers.

22. Model of communication process

23. Decision making

24. Factors Affecting Consumer Behavior

25. Response Hierarchy models

26. Alternative Response Hierarchy

27. Communications Effects
Pyramid
5%
20% Trial
25% Preference
40% Liking
70% Knowledge/comprehension
90% Awareness
Repurchase /regular use

29. Thank You