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Class notes Marketing Communications
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Lecture notes of 4 pages for the course Marketing Communications at UGent (.)
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Chapter 3: ObjectivesTable of contents
1. Marketing Communication Objectives
2. Dagmar model
2.1. Category wants and needs
2.2. Brand awareness
2.3. Brand knowledge/comprehension
2.4. Brand attitude
2.5. Purchase intention
2.6. Purchase facilitation
2.7. Purchase
2.8. Satisfaction
2.9. Brand loyalty
3. SMART objectives
4. Stages in the product life cycle
5. References
1. Marketing communications objectives
Marketing communication objectives give an indication of what a company wants to achieve through its communication
efforts. The specific objective(s) that is/are defined for a specific campaign determine(s) the choice of the
communications and media mix, influences message and strategy development, influences budgeting and determines
whether a communication campaign has been effective. Every employee from PR manager to media planner or buyer
needs to be aware of the communications objective and all phases of the marketing communications plan must be built
on the objective(s). Specifying marketing communications objectives also enhance measurability of the effectiveness of a
communications campaign. An effective campaign is a campaign that reaches its objectives (De Pelsemacker et al., 2018).
Marketing communications objectives can be divided into three categories: reach goals, process goals and effectiveness
goals (De Pelsemacker et al., 2018). Reach goals indicate which target groups are set out to be reached while process
goals are conditions that should be established before any communication can be effective (De Pelsemacker et al., 2018).
For example, target groups should give some attention to a communication message, and process the message in order
to be effective. Reach goals assure sufficient exposure, process goals ensure enough processing (De Pelsemacker et al.,
2018). Effectiveness goals define the outcomes of a communication campaign or the effect of the whole campaign on the
brand or the organization.
Outcomes of a communication campaign can be defined in terms of consumer responses. Cognitive consumer responses
are beliefs and thoughts about brands, products and services that consumers can generate in response to a marketing
communication. Possible cognitive responses are brand awareness, brand recall or recognition, product knowledge,
attitudes and preferences. Affective consumer responses are various more or less transient emotions and moods that can
occur as a function of communication exposure and differ in valence (i.e. positive and negative) and intensity (i.e.
arousal). Examples are warmth, irritation, fear, pride, sadness or anger. Behavioural consumer responses include the
intention and actual behaviour in response to a communication such as buying a product, choosing a brand, product trial,
brand switching and discarding a product.
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