Objective of the Campaign

The objective of your campaign is of course to achieve effect. This effect can be :

  • Transfer of a message . 
  • To change the knowledge that the target group has about the topic of your campaign:
    • what should the target group know?
  • To change the attitude of the target group towards the topic of your campaign:  
    • what should the target group feel
  • To change the intended behaviour of the target group in relation to the subject of your campaign:  
    • what should the target group do?
Domino Model of Communication-effects.

You should see the effect of your campaign immediately after your campaign. The objective of your campaign must therefore be formulated SMART. With a SMART formulated objective, you can measure whether the formulated effect has occurred at the formulated moment 

Communication Goals or Objectives?

Goals are broad, Objectives are more specific. Goals lack specific measurement. Objectives are SMART.

Types of Communication Goals 

  1. Building Image / Reputation: perception of the Organisation, Brand or Product. -> Knowledge
  2. Building and maintaining Emotional Relationship with the Organisation, Brand or Product. -> Attitude
  3. Task: getting things done for the Organisation, Brand or Product. -> Behaviour

Communication Goals and Objectives

Strategic Level of Business Communication, Marketing Strategy and Business Policy.

Your Campaign Objectives should help to achieve Communication Goals (see above). Your Campaign Objectives should also help to achieve Organisational Goals and / or Marketing Goals. Your Campaign Plan is then part of a longer- term plan.

The Campaign Plan is a plan on the Tactical Level and it should help to realise goals on the Strategic Level of Business Communication, Marketing Strategy and Business Policy.

Intended Behaviour 

If you want to get things done for the Organisation, Brand or Product, you have to change the behaviour of people. They have to buy the product, apply for the job, write a positive article etc. However, Intended behaviour is the strongest effect you can expect from communication. 

Actual behaviour depends on much more than just your campaign. So if you promise your boss or client that you are going to change the behaviour of the target group, you can be judged on that, but then you take unnecessary risk. So don’t promise more than you can deliver! (Your objective must be Realistic: the R from SMART.)  

Actual behaviour also depends on, for example:

  • Coincidental events, such as the Red Sox lose the World Series, or it snows so hard that everything stops.
  • Campaigns of competitors .
  • Activities of fellow managers, as a result of which the product cannot be delivered on time, is too expensive, etc.

To achieve actual behaviour, you must reward and punish people, and for this you need tools from the marketing mix, for example.  

Behaviour as a means and as an effect

Tricomponent attitude model: attitudes do not change in a linear way.

The Domino Model of Communication-effects (shown above) is a linear model. In reality, effects do not always take place so linearly. For example, if you have purchased a new device, you start using it immediately (behaviour), if it doesn’t work the way you want, you get irritated (attitude) and then you start looking for information (increasing knowledge).   

People mainly learn by experiencing. That is why in a store food is sampled for tasting, for example. At a cigar shop you can sometimes smoke cigars and even follow a course. Events are therefore an important tool to help achieve communication goals. By letting people do things (tasting, trying out: behaviour) they experience how tasty, nice etc. they like the product (attitude), that attitude may encourage them to buy or other desired behaviour.    

More about Communication Goals & Objectives

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