Marketing Communication Objectives

Organisations irrespective of their business model use various marketing and communication tools to promote their offerings and achieve financial and non financial goals. Companies have number of general objectives for their marketing and communication programs. Some of these objectives can be informing the prospective customers about their product offerings. Then an attempt is made to persuade these customers to choose their products out of the given basket of product offering available in the market. Finally, the objective of the marketing and communication program is to induce the customers to make a purchase. Moreover, it helps in communicating with the customers frequently in order to retain them to make repeat purchase.

3.1.2 Establishing

The communication objectives should be specific, measurable, achievable, realistic and well-timed. First, marketing communication objectives should be identified and then SMART methodology should be applied to make reaching those objectives a business reality.

IMC objectives are what various objectives is statement of what various aspects of the IMC program will accomplish. They should be based on the particular communication tasks required to be delivering the appropriate messages to the target audience.

Brand Recognition: When you create and release pieces of marketing communication, including news releases and advertisements, you are trying to create brand recognition. That means that you are trying to associate your company 's product or service with customer needs. For example, when people think about a facial tissue they usually think of the brand-name product associated with facial tissues as opposed to using the term "facial tissue." Create templates to your messages that will develop a familiarity in the marketplace of your company and your offering. For example, use a template for your magazine advertising that places your company name and logo in the same spots each time so that consumers become familiar with your advertising. That will help current and potential clients to associate your company name with their needs.

If you sell more product, you 'll invest more in promotion. This is literally putting the cart before the horse.

2) More sensible, but just as limiting is the "percent of profit" method. Under this method, promotion seems to be tied to its return on investment, but again, it puts the horse in the wrong place.

3) Another budgeting option is "matching the competition." Here, one estimates what others in the industry are investing and then matches that figure. The problem with this method is that it keeps you evenly paced with the competition and prevents you from gaining on them.

4) The fourth method is a combination of the first and third. It 's called the "keep pace" method. It calls for you to invest an amount proportionately equal to your competition 's sales to promotion ratio. Thus, if your competitor invests 5% of sales on promotion, you would do the same.

5) The fifth, and most sophisticated method is called the "task oriented" method. As implied, the object is to achieve a task or goal. When we apply this method to our clients ' programs, we start with a list of all the promotional tactics that would advance our communications strategy, citing the task it is intended to achieve. Some call this a "wish list," or "promotional