The communication goals of marketing policy are a crucial stage of marketing planning. They are aimed at solving the problem of identifying what steps a potential buyer should take after contact with an advertisement. Based on them, the goals of individual marketing communications and PR campaigns are developed. In addition, interaction priorities influence the selection of creatives (what and how to demonstrate to potential buyers), communication channels with consumers (where to show advertisements) and the frequency of their contact with these messages.
In the context of PR campaigns, there are 4 main communication goals : working on generating interest in the product, increasing the level of product recognition, developing the necessary attitude towards the product and stimulating its purchase.
Let's look at the most striking examples :
improving the culture of hair rcs database care: after washing your hair with shampoo, you need to use rinsing balms that provide shine and smoothness to your hair;
Advertising campaigns should lead to visual brand recognition among 2/3 of the target audience when the products are on store shelves;
to enhance the image status of the product: reliable, high-quality, professional, efficient, confident;
20% of target audience representatives should think about purchasing a product after seeing a PR advertisement.
Media goals
To form them, special indicators, communication channels and a number of parameters are used, which should be taken into account during media planning.
Media goals
The category of media marketing goals may also include changes in advertising budgets.
Let us give some examples of such priorities:
cover more than ¾ of the brand’s target audience;
use communication channels that ensure maximum engagement of the target audience;
become a leader in terms of percentage of votes in the Press media channel;
cover ¾ of the main regions of implementation.