Marketing objectives are defined in terms of specific, measurable outputs (sales volume, market share, profits, and return on investment). They should be quantifiable, realistic and attainable. However the integrated marketing communications objectives are based on certain communication tasks. It should align with the message that is to be delivering to the target audience. The company should be able to translate their marketing goals into communication goals and promotional objectives. The primary role of IMC is to communicate the brands knowledge and interest, favourable attitudes and image and purchase intentions. Consumer will not necessarily respond immediately therefore advertiser should provide most relevant information and create favourable disposition towards brand before they react.
Some of the managers consider that the promotional program is sales oriented objectives. For them if the firm has spent money on advertising and promotion it should influence the sales. There are many factors that influence the sales.
Sometimes advertisements play vital role in company’s marketing program and then sales oriented objectives help. They refer advertising and sales promotion as the key determinants of brand’s market share. Sales may not play a vital role but managers are needed to keep a closer eye on the sales and market shares and make changes in the promotional programs if needed.
These measure are important since these often shed light on underlying conditions and circumstances facing the company that are not easily seen within financial measures. For instance, a company may report strong sales for a product but market share information may suggest the product is losing ground to competitors. The marketing objectives section will indicate targets to be achieved across several marketing decision areas.
There are three main objectives of a promotional mix:
- Increase demand: These strategies are used during the product life cycle in order to increase sales. Eventually a product will reach its saturation point, at which time investing in sales will decrease as the company focuses its attention on a new product.
- Present information about the product: In order for customers and consumers to want the product they need to understand what the product is and how it benefits them. Information about the product will differ depending on the specific target market.
- Differentiate a product: This is especially important if there are multiple competitors in the same market. For example, Apple was able to differentiate itself in the computer industry. For many years it was the preferred computer for those who had advanced computing skills. Then Apple did an advertising campaign to show general users how easy it is to use.