Marketing Communications

168 CHAPTER 5 OBJECTIVES

brand involvement. Consequently, the goal of marketing communications is to create or

recreate brand awareness and to nudge brand choice during purchases. Marketing communi-

cations are almost never directed to so-called virgin non-users as is implied in the DAGMAR

model, but rather to consumers with prior experience of diff erent brands. Th is is also true in

the case of price promotions. Most buyers have already bought the brand before. Even when

new or unfamiliar brands are promoted, they are rarely chosen.^28

Stages in the product life cycle and marketing communications

objectives

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Th e choice of the most appropriate communications goals depends on a number of factors

that originate in the marketing strategy and the situation analysis. One of the more important

factors in choosing objectives is the phase of the life cycle of a brand or product. In this section,

diff erent strategies for diff erent life stages are explored. Th ey are summarised in Figure 5.4.

Introduction

A company that is marketing a completely new product will have to develop the market.

Consumers will have to learn what the new product is about: which needs will be fulfi lled by the

product and what the diff erences are compared with the products that the consumers were used

to before the innovation or launch of the new product or brand. Th e major communications

objectives in this market situation will be creating category need (explaining which needs are

better fulfi lled with the innovation), brand awareness and brand knowledge. With daily consumed

goods, consumers will have to be persuaded to try the new product. Th e communications strategy

has to stress the basic selling points, i.e. the central functional advantages of the products.

Figure 5.4 Stages in the product life cycle and communications objectives

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