Marketing Communications

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Marketing Communications
Promotion Planning And Techniques

Overall company objectives are formulated as a result of one of these two factors:

•    Reflection of a consensus of individual goals.

•    Reflection of goals from influential individuals who impose these objectives on the

non-influential.

Hierarchy of objectives for the promotion mix of the marketing programme can be stated as follows:

1. OVERALL COMPANY OBJECTIVE: can be stated thus “increase return on investment
   by 3 per cent”.


2. MARKETING OBJECTIVE: a marketing objective that can come out of this overall
   objective could be “increase market share by 5 per cent”. This is a departmental functional
   objective.


3. SPECIFIC OBJECTIVE: that may come out of these functional objectives include:
   • ADVERTISING OBJECTIVE: increase brand name recognition by 15 per cent.
   • PUBLICITY OBJECTIVE: increase company’s image as a leader in its field.
   • PERSONAL SELLING OBJECTIVE: increase salesmen’s calls on new accounts by
   50 per cent.
   • SALES PROMOTION OBJECTIVES: get 4000 new retailers to handle the product.

Functional objectives are made to support the attainment of overall company objective. Specific objectives
are subordinate to functional objectives and are derived from functional objectives to support its
attainment. From the overall corporate objective, comes the marketing objective, which is broken down to
promotion mix objectives, which, in turn, is broken down to its separate component units of advertising,
publicity, personal selling and sales promotion objectives. (Stanley, 1977; Kotler, 1997)

TYPES OF OBJECTIVES

Objectives in a marketing or promotion programme are of various types –

1. LONG RANGE – these are objectives developed for five or more years into the future.


2. INTERMEDIATE OR MEDIUM RANGE – they are objectives extended from one to
   five years.


3. SHORT RANGE – this covers a period of time up to one year, sometimes, it may be set for
   three months, six months or one year.


4. NUMERICAL OBJECTIVE – these are objectives stated in terms of figures such as sales
   volume, profits, market share and return on investment. It can be set for overall marketing
   or specific promotion goals.


5. NON-NUMERICAL OBJECTIVES – this type of objectives are used to buttress numerical
   objectives, they are set to provide guidelines on how to secure numerical objectives.