Professional Documents
Culture Documents
Chapter Eleven
OR OR
11-3
THE FOUR KEY
ADVERTISING OBJECTIVES
Positioning
Action Objective
Objective
Performance Audience
Objectives Objectives
11-4
DEVELOPING POSITIONING OBJECTIVES
FOR A WINNING CAMPAIGN
POSITIONING OBJECTIVES
Develop the brand personality
Create climate for personal sales calls
Support other communication channels
Stimulate derived demand
Project financially healthy image
Support distributors or other sellers
11-5
DEVELOPING ACTION OBJECTIVES
FOR A WINNING CAMPAIGN
ACTION OBJECTIVES
Generate leads for field or telemarketing salespeople
Increase attendance at a trade show
Increase distribution of catalogs
Secure investment in company through sale of
equities
Generate sales
11-6
BUSINESS TO BUSINESS
ADVERTISING PROMOTION ACTIVITIES
OFFER TRADE ALLOWANCES
PROVIDE INCENTIVES/BONUSES
PROVIDE TRAINING
11-10
FUNCTIONS OF TRADE SHOWS
STRENGTHEN MEDIA
RELATIONSHIPS
11-11
WHAT TRADE SHOWS MEAN TO
BUSINESS TO BUSINESS
11-14