Progress Report 1 — Mktg+Comm Objectives

Below are the preliminary marketing and communication objectives we will focus on in crafting our overall campaign strategy.

 

Marketing Objective

  • at least 1/3 of target segment consumers are aware of the brand – either by recall or recognition
  • at least 2/3 of target segment consumers have positive brand attitudes

Communications Objectives – in order of importance within the campaign

  1. brand awareness
  2. category need
  3. positive brand attitude
  4. brand purchase intention

Although all communication objectives will be addressed, the most critical is brand awareness. Brand awareness among US consumers, and especially among target segment consumers is very low. Mosmann’s products are great. People just need to find out about them.

 

– Jillian Blazek, Media Director

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