An overview of how to develop budget-friendly promotional objectives and apply them to an integrated marketing communications plan.

1. Establishing Objectives and Budgeting
for the Promotional Program
Yinka Daramola

2. Consumers typically move through what is called a Purchase Funnel
The Consumer Decision Journey
Source: McKinsey & Co.

3. Advertising
News
Reports
Touch
Point
Product
Experiences
Social
Interactions
Touch
Point
Linear Approach (Traditional)
One-Way Communication

4. The Consumer Decision Journey
Source: McKinsey & Co.
Non-Linear Approach

5. Financing is required to deploy the touch points to the consumer
Communications
Objectives
Marketing
Objectives
A successful campaign uses both marketing and communications objectives

6. Specific Appropriate
Realistic Measurable
Time-bound
Objectives must be:

7. • Communications
• Planning & Decision Making
• Measurement & Evaluation
The Value of Objectives

8. • Facilitate informed coordination between all the
interrelated campaign units
• Provide a common base for discussing issues related to
the promotional campaign
Objectives Communications

9. • Guide the development and implementation of the IMC
plan
• Drive the choice of strategic and tactical approaches to
size, scope, and depth of promotional mix elements
Objectives Planning &
Decision Making

10. • Provide a benchmark to assess success or failure
• Help to quantify the impact or effectiveness of finances
deployed [ROI]
Objectives Measurement &
Evaluation of Results

11. Determining IMC
Objectives
Marketing
Issues
Promotional
Issues
Thorough
Situation
Analysis

12. Marketing Objectives
Marketing
Vision
Specific &
Measurable
Outcomes
Quantifiable:
[Time frame +
Target Market]

13. Creating
Awareness
Imparting
Brand
Knowledge
Projecting
an image
Shaping
Attitudes
Stimulating
Interest
Effecting a
Sale
Source: Business Dictionary + text
Communications Objectives

14. Cognitive(Thinking)
Affective(Feeling)
Conative(Behavioral) Source: Belch & Belch
Communications Effects Pyramid
Purchase
Decision

15. 5% Repurchase/Regular Use
20% Trial
25% Preference
40% Liking
70% Knowledge/Comprehension
90% Awareness
Source: Belch & Belch
Communications Effects Pyramid
* Used to determine
promotional objectives

16. Factors Affecting Sales
Sales
Economy
Technology
Product
Quality
PriceDistribution
Advertising
&
Promotion
Competition
Source: Belch & Belch

17. • Increasing the percentage of consumers in our target market that
associate specific features, benefits, or advantages with our brand
• Increasing the number of consumers in our target market who prefer
our product to the competition
• Encouraging current users of our product to use it more frequently
• Encouraging consumers who have never used our brand to try it
Examples of Communications Objectives

18. Notable IMC Program Approaches include:
Inside-Out
Planning
Outside-In
Planning
*Consumer-Driven*Marketer-Defined
Promotional planners deploy known and effective media channels to disseminate product
messaging
Zero-Based Communications Planning

19. Evaluate
Buy
Experience
Advocate
Bond
Consider Brand
Monitoring
Crisis
Management
Customer Service
Referrals and
Recommenda
tions
Fostering
Communities
Brand
Advocacy
Brand Content
Awareness
Product
Launches
Targeted Deals
Customer
Input
Monitor:
Social Channels
Respond:
Consumer comments
Amplify:
Current positive activity
Lead:
Affective changes
Source: McKinsey & Co.
The Social Consumer Decision Journey

20. Marketing Goals
Communications
Goals
Specific
Promotional
Goals
IMC Objectives
Where information is not readily available, primary research about the product and
its markets is essential. Both from internal and external sources.

21. Targeted
Actions
Sales
Promotion
Techniques
Publicity
Direct
Marketing
Public
Relations
Personal
Selling
Post-Promotional Situation Analysis

22. •Use prices, product, and other variables to drive attendance when it might not otherwise comeObjectives
•Targeted depending on co-op partner- mostly to western California marketAudience
•To fit the needs of zoo and co-sponsoring partnerTiming
•Drive attendance to the zoo. Project image and educate target audience by informing them of new attractions,
special events, and promotions
Objectives
•Members and nonmembers of Zoological Society. Households in primary and secondary geographic markets
consisting of Allegheny county and five other counties in the tri-state region or area
Audience
•As allowed and determined by budget. Mostly timed to coincide with promotional effortsTiming
AdvertisingSalesPromotions
Tools: Television, Radio, Newspaper, Magazines, Direct Mail, Outdoor, Tourist media
Tools: Coupons, sweepstakes, tours, broadcast tradeouts, direct mail; statement stuffers, flyers, postcards, online ticket discounts
IMC Objectives- An Illustration

23. •To provide funding for Zoological Society and promote special programs and events done in cooperation with
corporate sponsor. Must be win-win business partnership for Society and partner
Objectives
•Supporters of both the Zoological Society and the corporate or product/service partnerAudience
•Coincides with the needs of both partners, and seasonal attendance generation needs of ZooTiming
•Inform, educate, create, and maintain image for zoological Society and other major attractions; reinforce
advertising message
Objectives
•From local to international, depending on subject, scope, and timingAudience
•Ongoing, although often timed to coincide with promotions and other special events. Spur of the moment animal
news and information such as acquisitions, births, etc
Timing
PublicRelationsCauseMarketing
Tools/Media: Advertising, publicity, discount coop promotions, ticket trades, hospitality centers. Dependent on scope and
duration of underwriting by corporate sponsor
Tools/Media: Coverage by major news media articles in local regional and national and international newspapers, magazines and
other publications such as visitors guides tour books and guides, appearances by zoo spokespersons on talk shows , zoo
newsletter, adopt-an-animal program, support conservation program
IMC Objectives- An Illustration

24. •Provide information regarding the Zoo, programs, memberships and public relations activitiesObjectives
•All audiences interested in acquiring more information about the ZooAudience
•Ongoing. Updated frequently over timeTiming
•Maintain large powerful base of supporters for financial and political strengthObjectives
•Local to international- includes children’s programs, seniors (60+), couples, single memberships, and incremental
donor levels
Audience
•Ongoing year-round promotion of membershipsTiming
DirectMarketingInternet
Tools/Media: Direct Mail and On-ground visibility
Tools/Media: Website, blog, including videos, Facebook, Twitter, and other social media
IMC Objectives- An Illustration

26. -
50,000
100,000
150,000
200,000
250,000
300,000
2016 2015 2014 2013
Advertising to Revenues
Revenues Advertising Costs
$ ‘000 2016 2015 2014 2013
Revenues 299,742 281,623 273,847 260,198
Advertising Costs 11,469 11,353 11,564 12,534
% 3.8% 4.0% 4.2% 4.8%

27. The
Affordable
Method
Arbitrary
Allocation
Percentage
of Sales
Competitive
Parity
ROI
Budgeting
Current
Budgeting
Approaches*
*often combined
Source: Belch & Belch

28. Risk Appetite
Sophistication in interpretation of marketing information
Managerial Judgment
Use of Quantitative tools
Brand differentiation strategies
Brand equity
Strength of the creative message
Retailer power
Political sales force influences
Historical Inertia
Ad Hoc changes
*Budget Allocation Variables

29. The budgeting approach adopted should be consumer-driven, adaptive, and
designed to optimize financial limitations.

30. Thank you