IMC COMMUNICATION

OBJECTIVES
Setting Behavioural Objectives: A critical part to IMC is to have clear
behaviour objectives for each target audience. IMC Objectives should focus
on influencing a particular form of behaviour objective based on the message
and key message and IMC tactic (platform/media) used.
Here are a few examples:

Brand Awareness (New product, re-packaged, re-tooled)

Note: The stronger interpretation of awareness is important for the
brand to be considered in the decision-making process.
Shaping or Changing Attitude Towards a Brand
Changing Brand Image
Encouraging Trial, (Remind, Persuade, Convince)
Repeat Purchase Objective
Imparting Knowledge, Reverse Negative Perception
Stimulating Want or Desire,
Encourage Brand Switching
Change Shopping Behaviour

Examples of well written communication objectives:

Drive awareness and purchase consideration among small SUV owners,
and to increase qualified car dealer traffic by +20% in order to hit the
sales target.
Generate the highest awareness levels possible during the first few
months of launching. Trial rates would also need to be very high within
the first 3 months to generate sales ASAP.
Bring awareness and intrigue to the campaign, and society and the
whisky behind it.

Awareness: Build awareness and intrigue in the Wisers brand to recruit

new drinkers while maintaining the existing franchise

Engagement: Allow drinkers to build a deeper, more committed and

resistant relationship with the brand

Influence: Amplify the reach of the campaign by facilitating our

consumer to deliver our message and experience and become our
ambassadors

Experience: Allow the drinker to try, learn and experience Brand X,

heritage and story

Activation: Create a motivating reason to choose Brand X at the point

of purchase