Establishing Objectives and Budgeting

Sam Skreen

Nature of Objectives

• Setting GOALS (Objectives)• Specific • Measureable • Attainable • Realistic • Quantifiable

SMARQ!

Sales Objectives

Ad campaign increased sales by 107%

“Look at your sales, now look at me, now look back at your sales.”

$UCCE$$!

Communication Objectives

Sent appropriate message to target consumers

Builds long term brand direction

Budgeting

Firms must ensure the objectives are within their budget

Advertisers MUST communicate the value generated by the ad campaign

DAGMAR

Define Advertising Goals forMeasuringAdvertisingResults

Creative Strategy Planning and Development

Monica Oedegaard

Old Spice commercial: “Smell like a man, man”

• http://www.youtube.com/watch?v=owGykVbfgUE

• Over the last seven years the body cleansing category has been changing dramatically

• Males who used to buy low price traditionally bar soaps have become increasingly willing to experiment with more involved shower products

• Old Spice’s target audience: 13-34 years old males. • Some problems when target audience expressed

confusion; overly feminine, “not for me”.

Old Spice, before the launch of “Smell like a man, man”

“Smell like a man, man”• In 2010, they launched the “Smell like a man, man”

commercial to try a new approach where their goal was to reach out with an ad that man and woman would enjoy together.

• The creative team wanted to position the product as “helping guys navigate the seas of manhood”

• Within two months of its launch it became a sensation on the internet and gained more than 8 million hits on YouTube.

• Nearly 105 million YouTube views of the campaign• 1.2 billion earned media impressions• 2700% increase in Twitter followers• 800% increase in Facebook fan interaction• 300% increase in traffic to http://oldspice.com

Numbers:

Sources: • “Advertising and Promotion” by George E. Belch &

Michael A. Belch (Chapter 8, page 257-258)

• http://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf

Thank you!