Starting with campaign development
14 important questions on Starting with campaign development
What are the corporate objectives of a campaign?
- Focus on profit
- Ensure continuity
- Drive growth
What are the primary marketing objectives related to campaigns?
- Aim for increased sales
- Enhance turnover
- Improve market share
Which communication objectives must be established?
- Address category need
- Boost brand awareness
- Improve comprehension/brand knowledge
- Influence brand attitude
- Raise purchase intention
- Ease purchase facilitation
- Achieve high satisfaction
- Cultivate brand loyalty
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
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What is a key performance indicator (KPI)?
- Represents a marketing metric
- Reflects what’s important to the organization
- Monitors performance of a business, brand, or service
How does one progress from corporate objectives to KPI?
- Start with corporate objective
- Move to marketing objectives
- Define campaign objectives
- Set objectives per communication tool
- Establish objectives per specific item (KPI)
What are the main categories of communication objectives?
- Assess reach
- Evaluate process
- Measure effectiveness
What are the stages of consideration in the DAGMAR model?
- Brand attitude: Consumer's positive or negative feelings towards the brand.
- Brand purchase intention: Desire or intention to purchase.
What are the stages of purchase in the DAGMAR model?
- Purchase facilitation: Removal of obstacles for purchase.
- Purchase: Actual transaction and buying of the product.
What are the stages of retention in the DAGMAR model?
- Satisfaction: Customer contentment post-purchase.
- Brand loyalty: Repeat purchases and loyalty to the brand.
How should a communication budget be determined?
- Concrete marketing and communication objectives
- Knowledge of past budgets and effectiveness
- Consideration of competitive actions
What are the methods for determining a budget, ranked from less to more strategic?
- Inertia
- Arbitrary allocation
- Affordability
- Percentage of sales
- Competitive parity
- Objective and task
How does budgeting for online campaigns compare to offline media?
- Set a maximum budget
- Allocate it efficiently while considering communication objectives
What are the differences in budgeting for communication activities?
- Determining total budget for all communication activities
- Planning specific budget for campaign elements
- Total budget often includes all communication costs
- Campaign budget is detailed by manager
What are the various media channels to utilize within a campaign budget?
- Magazines
- TV
- Direct mail
- Outdoor
- Newspaper
- Social media
- Radio
- Video
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
