What do you want?

Establishing IBP ObjectivesChapter 5

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

Steps to an IBP Plan

1. Situation Analysis2. Target Market3. Objectives4. Message5. Budget6. Media Plan7. Evaluation

What are objectives?

• Clear• Concise• Specific• Measurable

How to phrase?

• Basic message to be delivered• Audience (Target Market)• Intended effects• Criteria to measure

The SMARTT Method

• Specific effect• Measurable• Achievable• Realistic• Targeted• Timed

Objective Categories

• Knowledge based– Attention, awareness, interest

• Feeling based– Attitudes– Brand identity– Associations

• Action based– Sales oriented

Target Market Review

• Write a Profile– Demographics AND Psychographics

• Get a picture• Make sure it IS complete• Have it present at all times

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.

Book Sample

The Message

• Where your story comes in– Benefit to audience– Attributes Benefits– Can be physiological or psychological

• “When I _____, I will _____.”• Examples?

Intended Effects

• Category need• Brand awareness• Brand attitude• Brand purchase intention• Purchase facilitation

Intended Effects

• What the promotional mix will accomplish• Facilitate movement of audience up the

hierarchy• Can affect three variables– Awareness– Knowledge– Attitudes

Intended Effects:Hierarchy of Effects

• Review Consumer Decision Making Process• The Basics:

1. Awareness2. Knowledge3. Liking (+/-)4. Preference Attitudes5. Conviction6. Purchase

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)

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

Measurement ExamplesSTAGE MEASURES EXAMPLES

Awareness Unaided recall

Aided recall

Which toothpastes come to mind?Have you ever heard of ABC brand?

Knowledge Direct questions

Playback

Which brand of toothpaste has XYZ added?Which brand of toothpaste claims “abcdefg”?

Liking RankingRating Scales

Three favorite brands On a scale of 1 to 5…

Preference Likert scales Strongly agree, agree….

Conviction Semantic differential scales

Projective techniques

Describe ABC toothpastes using the following adjective scalesTell me about…why

Purchase Self-report Brand you usually use

St. David’s Hospital