Case: Construction Company


TABLE 1. Characteristics of communication goals in various categories



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TABLE 1. Characteristics of communication goals in various categories
Objective
category
Description and examples
Category need
- creating a buyer’s perception of requiring something
- reminding customers about infrequently used category presence existence of painkillers)
- essential for innovative products (need for electric cars)
- necessary before other objectives work Brand awareness
- influencing the ability of a buyer to recognise (in an aided context) and to recall the brand (in unaided context)
- brand recognition is important when the purchase decision is made in the store
- brand recall is important when decision is made is different location than point of purchase and when preferred brands are chosen beforehand- should be established before other objectives Brand knowledge
- making customers aware of the main features and benefits of the brand
- communicating the advantages over the competitive brands Brand attitude
- brand attitude refers to a customer’s evaluation of the brand ability to meet the need
- establishing, reinforcing, and maintaining favourable brand attitude
- persuading customers to attach importance to attributes in which the brand succeeds
- attracting attention to neglected attributes Purchase intention
- Brand purchase intention refers to buyer’s self-instructions to purchase the brand or take purchase-related actions Purchase facilitator
- communications should minimize the perceived difficulties


7 Purchase
- facilitating sales by means of communications (goal of most of promotion campaigns and direct marketing) Satisfaction- aims at this category refer to communications with existing customers to facilitate word-of-mouth
- reassuring customers about their choice Brand loyalty
- achieving mental commitment between a consumer and a brand
- encouraging customers to use the brand more frequently
- suggesting new ways or situations to use the brand Similarly to the response hierarchy model, the communication objectives do not necessarily follow in the presented order. Not all of the mentioned objectives should be present in the marketing communications, either. Rossiter and Percy (1985) state that brand awareness and brand attitude are universal, whereas the others presented in the table are optional. The authors explain that without brand awareness and certain attitude being experienced at some point the brand cannot be bought. Since marketing communication tools vary in their functions, the communication objectives set by the marketer affects their selection.

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