Marketing communications

1. Marketing Communications Polina Naidenko RISEBA University of Business, Arts and Technology [email protected]

Marketing
Communications
Polina Naidenko
Session 2:
RISEBA University of
Business, Arts and Technology
[email protected]
Target groups
Objectives
Branding
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2. MC objectives

“Defining advertising goals to measure
advertising results”
The DAGMAR approach of advertising was
devised by Russell Colley
Used in advertising to set advertising
objectives and goals.
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3. Communications objectives 1

Category need
Brand awareness: recognition and recall
Brand knowledge / comprehension
Brand attitude
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4. Communications objectives 2

Brand purchase intention
Category awareness 100%
Purchase facilitation
Purchase
Satisfaction
Brand loyalty
Brand liking 30%
Brand repurchase
/ loyal buyers 3%
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5. PLC and MC objectives

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6. PLC and MC objectives

INTRODUCTION
Category need, brand awareness, brand knowledge, brand
attitude
GROWTH
Brand attitude, brand preference
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7. PLC and MC objectives

MATURITY
Top-of-mind awareness, brand attitude, brand loyalty,
customer satisfaction
DECLINE
Purchase, new target groups
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