SMG MK 469 Chapter Notes - Chapter 7: Integrated Marketing Communications, Retail, Dagmar Marketing
12 Mar 2019
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Know what the company hopes to accomplish through its marketing communications program. Many problems can be avoided if all parties write objectives to guide their actions and serve as a common base for discussing issues. Phases of a firm"s promotional strategy should be based on the established objectives like budgeting, creative, public relations etc. Setting specific objectives that provide a benchmark for success or failure of the promotional campaign can be measured. Comparing actual performance against measurable objectives is the best way to determine if the return justifies the expense. Imc objectives should identify marketing and promotional issues that the brand or company are facing. Marketing objectives: state in the firm"s marketing plan and are states are what is supposed to be accomplished by the marketing program during a certain time period. To be effective they must be realistic and attainable. Integrated marketing communications objectives: states of various aspects of the imc program that will be accomplished.
