When it comes to Promotional Marketing and its associated services retail marketing Work | door to door marketing Work nagpur, we like to think we know a thing or two. After all, we’ve been doing it for a quarter of a century!
As a long established and reliable partner to brands and agencies, we provide a proactive and helpful account management team to help work through your marketing objectives. Technology is at the heart of everything we deliver – from live online reporting through to cashback platforms and ecommerce websites, we utilise the latest technology to deliver efficiencies in handling and transparency of our operation.
Fulcrum provides a flexible approach – allowing you to focus on your brand, while we take care of the detail behind the scenes
For the team here at Fulcrum it’s all about how to help a brand to drive sales, manage logistics – using the power of our people, our processes and our technology. Our people are drawn from a variety of commercial backgrounds including agency, experiential, btl and fieldwork.
We do the research on new trends, Marketing and Btl solutions and effective ways of working
we provide a comprehensive a range of promotional solutions to major organisations working to promote their businesses and brands. These solutions relate to the issuing, validation, redemption and settlement of…
RETAILER OFFERS – loyalty vouchers, coupons & points, complex & personalised targeted promotions, trigger offers
STORED VALUE INSTRUMENTS – gift, savings, points, general ‘spend’ cards or virtual cards
MANUFACTURER COUPONS – including 3rd party and affinity partner programmes
…whether physical or digital, for customer present and online transactions.
Our services are operational in the mumbai and pune (where we support all major grocery retailers, FMCG manufacturers, and many leading multi-retailer environments).
Who are we?
Fulcrum specialises in the provision of marketing, Btl and leaflet distribution services within the Marketing and all sector.
How can we help?
Over the years we have innovated our core capabilities through excellent IT infrastructure and customer service, to provide a one stop shop for all your promotional, fulfilment and distribution needs.
We are dedicated to helping our customers achieve growth, customer retention and increased profitability through the combination of our expert marketing support services.
Marketing | Brand Activation |
Marketing idea an tips , info , case study
how campaign objectives are identified for an advertising campaign
Defining Campaign Objectives
The hierarchy-of-effects model clarifies the objectives of an advertising campaign and each individual advertisement.
LEARNING OBJECTIVES
Examine how campaign objectives are identified for an advertising campaign
KEY TAKEAWAYS
Key Points
- The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase.
- It is easier to accomplish ad objectives located at the base of the pyramid than the ones toward the top.
- Many marketers know the hierarchy-of-effects model, but usually by a different name. Some call it AIDA, others the demand chain, still more the purchase funnel.
Key Terms
- hierarchy-of-effects model: It clarifies the objectives of an advertising campaign and for each individual advertisement.
- Maslow’s Hierarchy of Needs: a theory in psychology describing the pattern that human motivations generally move through
When determining your campaign objectives, you need to consider the state your audience is in and where you want them to be. Among advertising theories, the hierarchy-of-effects model is predominant. It clarifies the objectives of an advertising campaign and for each individual advertisement.
Advertising Campaign: The objectives of a company will depend on the stage the audience is in and where they want to take them.
Even though it is just one of several theoretical frameworks that is useful in developing an advertisement for an advertising campaign, it shows clear steps of how advertising works.
The Hierarchy-of-effects Model
The hierarchy-of-effects model can be explained with the help of a pyramid. The lower level objectives such as awareness, knowledge or comprehension are accomplished first.
Subsequent objectives may focus on moving prospects to higher levels in the pyramid to elicit desired behavioural responses such as associating feelings with the brand, trial, or regularuse.
It is easier to accomplish ad objectives located at the base of the pyramid than the ones toward the top. The percentage of prospective customers will decline as they move up the pyramid toward more action-oriented objectives, such as regular brand use.
Many marketers know the hierarchy-of-effects model, but usually by a different name. Some call it AIDA, others the demand chain, still more the purchase funnel. Whatever the name, it invariably begins with the total potential market for your brand. This pool of potential customers then progress through a series of stages that can include awareness, preference, purchase and, hopefully, loyalty.
The Six Steps
Awareness
If most of the target audience is unaware of the object, the communicator’s task is to build awareness with simple messages repeating the product name. Consumers must become aware of the brand. This isn’t as straightforward as it seems. Capturing someone’s attention doesn’t mean they will notice the brand name. Thus, the brand name needs to be made focal to get consumers to become aware.
Knowledge
The target audience might have product awareness but not know much more, so this stage involves creating brand knowledge. This is where comprehension of the brand name and what it stands for becomes important. What are the brand’s specific appeals, its benefits? In what way is it different than competitor ‘s brands? Who is the target market? These are the types of questions that must be answered if consumers are to achieve the step of brand knowledge.
Liking
If target members know the product, how do they feel about it? If the audience looks unfavorably toward the product, the communicator has to find out why. If the unfavorable view is based on real problems, a communication campaign alone cannot solve it. It would be necessary to first fix the problem and only afterward communicate its renewed quality.
Preference
The target audience might like the product but not prefer it to others. In this case, the communicator must try to build consumer preference by promoting quality, value, performance, and other features. The communicator can check the success of the campaign by measuring audience preference before and after it.
Conviction
A target audience might prefer a particular product but not develop a conviction about buying it. The communicator’s job is to build conviction among the target audience.
Purchase
Finally, some members of the target audience might have conviction but not quite get around to making the purchase. They may wait for more information or plan to act later. The communicator must get these consumers to take the final step, perhaps by offering the product at a low price, offering a premium, or letting consumers try it out. This is where consumers make a move to actually search out information or purchase.
Advertising is thus thought to work and follow a certain sequence whereby the prospect is moved through a series of stages in succession from unawareness of the brand to purchase of its product.
