174 CHAPTER 5 OBJECTIVES- In what circumstances is it useful to stress category needs and wants in marketing
communications? - In what circumstances is brand recall rather than brand recognition the more important
communications goal? - In what circumstances is the stimulation of purchase intention a good marketing com-
munications objective? - What are the shortcomings of the DAGMAR model as a framework for marketing
communications objectives? - To what extent should marketing communications objectives be adapted in the introduc-
tory, growth, maturity and decline stages of a product life cycle? - How can consumer choice situations influence communications objectives?
- What corporate objectives can be distinguished?
Further reading
Ehrenberg, A.S.C., Hammond, K.A. and Goodhardt, G.J. (1992), ‘Th e Aft er-Eff ects of Large
Consumer Promotions’, Journal of Advertising Research , 34(4), 11–21.
Jones, D.B. (1994), ‘Setting Promotional Goals: A Communication Relationship Model’,
Journal of Consumer Marketing , 11(1), 38–49.
Jones, J., Slater, J. and Clarck, H. (2003), What’s in a Name: Advertising and the Concept of
Brands. Armonk, NY: M.E. Sharpe.
Joyce, T. (1991), ‘Models of the Advertising Process’, Marketing and Research Today , 19(4),
205–13.
Percy, L., Rossiter, J. and Elliott, R. (2002), Strategic Advertising Management. Oxford: Oxford
University Press.CASE 5:
Yellow Pages: an old-fashioned brand that is revived through
a ground-breaking campaign
New Zealand Yellow Pages in trouble
It was the perfect product for the twentieth century: a
giant yellow book in which whatever you needed... some
asbestos for the ceiling... a man to repair your telex
machine... your nearest waterbed stockist... could be
found. It was updated every single year and efficiently
delivered by hand to every home in the country. A big yellow
helper, without which our parents’ lives would have been even
more arduous and toilsome. As we entered 2008, Yellow
Pages was realistic about the public’s view of the brand.Yellow Pages was something your mum kept in the cupboard
underneath the telephone, and pulled out when something
went wrong with the plumbing. It was an icon of the pre-
Internet age, and both consumers and businesses were
questioning their need for it in a world where they could find
anything they wanted on Google. Businesses were being
dissuaded from Yellow Pages by all manner of new Internet
directory services, and consumers saw Google as a much
more modern, relevant way to search for anything. Across
the world, Yellow Pages businesses were in sharp decline.M05_PELS3221_05_SE_C05.indd 174M05_PELS3221_05_SE_C05.indd 174 6/5/13 3:01 PM6/5/13 3:01 PM