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Definition
Different, but derived from corporate and marketing objectives
Can be either sales-related (specific and quantifiable) or need-satisfying (focusing on customer needs)
IMC objectives tend to be “softer” than overall marketing objectives and related to specific communications goals. |
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Definition
| where organizations want to go |
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| the broad route to get where it wants to go |
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| The specific short-term actions to deliver on objectives and strategies |
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| Communications Objective Model |
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Definition
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| Persuade those who know about the product to BELIEVE in the product’s value |
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| protect position in market ONLY # 1 should do |
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| Go all out and attack competitor directly used by # 2 and 3 |
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| Attack around the sides in uncontested areas |
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| Small competitors do whatever it takes |
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Definition
| Geographics, competition, positioning |
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| position based strategies |
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Definition
| How do you want your company to be perceived. Ex: perceptual maps |
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Term
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Definition
The Action Programs that are the specifics of what, when, where (specifically) and how the IMC efforts are delivered.
Ex: Creative and media plans |
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Term
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Definition
| uses ONE tactic, single-mindedly |
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