{"id":5580,"date":"2016-02-01T18:37:20","date_gmt":"2016-02-01T18:37:20","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=5580"},"modified":"2024-05-15T16:04:20","modified_gmt":"2024-05-15T16:04:20","slug":"reading-determining-imc-objectives-and-approach","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/reading-determining-imc-objectives-and-approach\/","title":{"raw":"Reading: Determining IMC Objectives and Approach","rendered":"Reading: Determining IMC Objectives and Approach"},"content":{"raw":"<h2>Laying the Foundation for Effective\u00a0Marketing Campaigns<\/h2>\r\nTo use integrated marketing communication (IMC)\u00a0effectively in marketing campaigns, marketers go through several planning steps to define precisely what they want to accomplish and with whom. Only with this information can they be sure they are identifying\u00a0the right message and promotional mix to achieve their goals.\r\n\r\nStandard marketing campaign planning steps include the following:\r\n<ol>\r\n \t<li>Determine the target market<\/li>\r\n \t<li>Determine purpose and objectives for the IMC campaign<\/li>\r\n \t<li>Set S.M.A.R.T. goals<\/li>\r\n \t<li>Define the message<\/li>\r\n \t<li>Select marketing communications methods\u00a0and tools<\/li>\r\n \t<li>Determine the promotional mix: which tools to use, when, and how much<\/li>\r\n \t<li>Execute the campaign<\/li>\r\n \t<li>Measure results and refine approach, as needed<\/li>\r\n<\/ol>\r\n<h2>Step 1: Determine\u00a0Target Market<\/h2>\r\nIn the segmentation and targeting module, as well as in other sections of this course, we've discussed the critical importance of clearly identifying the target market or the set of market segments an organization plans\u00a0to focus on. A marketing plan may include one or more campaigns focused on one or more target segments. Some campaigns may focus on achieving specific goals for a single segment. Other campaigns may focus on a common set of goals using a variety of\u00a0IMC activities targeting different segments.\r\n\r\nIn any\u00a0case, clearly defining the audience for IMC activities is an essential input. This is because different market segments use different types of media, and they may have other distinctive characteristics that\u00a0impact the effectiveness of a marketing activity. For example,\u00a0in 2018, 68 percent of all Internet users were also Facebook users. Its usage is growing among older Americans: 41 percent of Americans aged 65 and over used Facebook (compared with 20 percent in 2012). Meanwhile, 35 percent of Facebook users are under 25 (with an additional 30 percent of users aged 25\u201334)\u2014for a total of 65 percent of users under 35.[footnote]Cooper, Paige. \u201c41 Facebook Stats That Matter to Marketers in 2019.\u201d Hootsuite Social Media Management, November 13, 2018. <a href=\"https:\/\/blog.hootsuite.com\/facebook-statistics\/\" target=\"_blank\" rel=\"noopener\">https:\/\/blog.hootsuite.com\/facebook-statistics\/<\/a>.[\/footnote]\r\n\r\nYour\u00a0decision about\u00a0whether to use Facebook in an IMC campaign should depend, in part, on what proportion of the target audience you can\u00a0reach with this tool. Understanding your target segment(s) and their communication and media habits will make a huge difference in your\u00a0ability to design IMC programs to reach the people you want to reach.\r\n<h2>Step 2:\u00a0 Determine Marketing\u00a0Campaign Objectives<\/h2>\r\nOnce the audience is defined, the next essential step for a successful marketing campaign is to define what the campaign will accomplish with its IMC efforts. Although many marketing\u00a0campaigns may be oriented toward a single objective, it is possible for an IMC program to accomplish more than one objective at a time, so long as this doesn't create confusion for your target audiences.\r\n\r\nThe objectives should explain the following two items:\r\n<ol>\r\n \t<li>the impact of campaign activity on target audiences<\/li>\r\n \t<li>the ultimate results or outcomes that align with the organization's marketing strategy and corporate goals<\/li>\r\n<\/ol>\r\nWhile the objective\u00a0of a marketing campaign often involves increasing sales, this does not necessarily have to be an\u00a0objective. An entire campaign might focus primarily on building awareness and persuading people to engage with a product or brand in some way, as a stepping-stone towards generating demand and increasing sales.\r\n\r\nA good place to help with thinking through campaign objectives\u00a0is to consider the cognitive stages a customer goes through as they become aware of and eventually decide to buy a brand, product, or service. Many marketers use the <em>AIDA model<\/em> to guide this thinking and help them pinpoint campaign objectives for a given audience.\r\n<h3>Communicating with Target Segments:\u00a0The AIDA Model<\/h3>\r\nAIDA is an acronym marketers use to help them\u00a0develop effective communication strategies and connect\u00a0with customers in a way that better responds to their needs and desires. Credited to\u00a0the American advertising and sales pioneer, Elias St. Elmo Lewis, the model originally applied mainly\u00a0to advertising. AIDA describes a common list of events that occur when a consumer views an advertisement or other marketing communication. As marketing communication methods have evolved, the model has been used\u00a0to encompass other marketing tools and channels as well.\r\n\r\nThe letters in the AIDA acronym stand for the following:\r\n<ul>\r\n \t<li><strong><em>A<\/em><\/strong> represents <em>attention<\/em> or <em>awareness<\/em>, and the ability to attract the attention of the consumers.<\/li>\r\n \t<li><em><strong>I<\/strong><\/em> is <em>interest<\/em> and points to the ability to raise the interest of consumers by focusing on and demonstrating advantages and benefits\u00a0(instead of focusing on features, as in traditional advertising).<\/li>\r\n \t<li><em><strong>D<\/strong><\/em> represents <em>desire<\/em>. The advertisement convinces consumers that they want and desire the product or service\u00a0because it will satisfy their needs.<\/li>\r\n \t<li><em><strong>A<\/strong><\/em> is <em>action.<\/em>\u00a0Consumers are led\u00a0to\u00a0take action by purchasing the product or service.<\/li>\r\n<\/ul>\r\nThe system helps guide marketers to refine their objectives and clarify what they want to accomplish with a target segment. As campaign objectives become clearer, marketers gain insight into ways of refining their marketing messages and deciding which tools they can use to deliver these messages\u00a0effectively.\r\n\r\nThe table, below, identifies typical campaign objectives associated with each stage of the AIDA model. Note that the largest group of prospective customers appears in the first stage of the model: Awareness. As the sales cycle progresses, a percentage of prospects is lost at each stage.\r\n\r\nLet's take a look at\u00a0typical campaign objectives in each stage:\r\n<ul>\r\n \t<li><strong>Awareness:<\/strong> Build awareness to motivate further action\r\n<ul>\r\n \t<li>Develop brand awareness\u00a0and recognition<\/li>\r\n \t<li>Increase traffic\u00a0to physical or virtual stores, Web sites, or other channels<\/li>\r\n \t<li>Remind customers about a brand, product, service or category<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Interest:<\/strong> Generate interest by informing about benefits; shaping perceptions\r\n<ul>\r\n \t<li>Differentiate a product,\u00a0stressing benefits and features not available from competitors<\/li>\r\n \t<li>Provide more information\u00a0about the product or the service because information may be\u00a0correlated with greater likelihood of purchase<\/li>\r\n \t<li>Increase demand\u00a0for a specific product or a product category; generate enough interest to research further<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Desire:<\/strong> Create desire; move from \u201cliking\u201d to \u201cwanting\u201d\r\n<ul>\r\n \t<li>Build brand equity\u00a0by increasing customer perceptions of quality, desirability, and other brand attributes<\/li>\r\n \t<li>Stimulate trial,\u00a0an important step in building new brands and rejuvenating stagnant brands<\/li>\r\n \t<li>Change or influence customer beliefs\u00a0and attitudes about a brand, product, or category, ideally creating an emotional connection<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Action:<\/strong> Take action toward purchasing\r\n<ul>\r\n \t<li>Reduce purchase risk\u00a0to make prospective customers feel more comfortable buying a new or unfamiliar product or brand<\/li>\r\n \t<li>Encourage repeat purchases\u00a0in the effort to increase usage and brand loyalty<\/li>\r\n \t<li>Increase sales and\/or market share, with the goal of broadening reach within a time period, product category, or\u00a0segment<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<div class=\"textbox examples\">\r\n<h3>Mini and the\u00a0AIDA Model<\/h3>\r\nCar marketing is\u00a0a\u00a0prime example of using the AIDA model to narrow the target market and get results. Marketers in the automotive industry know their advertisements and other marketing communications must grab the attention of consumers, so they use colors, backgrounds, and themes that would appeal to them. Next, automotive marketers pique interest by showing the advantages of owning the car. In the case of the Mini, for instance, marketers imply that a small car can drive\u00a0the consumer to open spaces and to fun.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"680\"]<img src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/1939\/2017\/05\/30154953\/5726568942-933b34f713-b.jpeg\" alt=\"A Mini car drives down a road on a beautiful sunny day by some scenic hills. Text says &quot;Wide Open Spaces, Meet Wide Open Fun.&quot;\" width=\"680\" height=\"475\" \/> Advertisers can target a precise market by using the AIDA model to identify a narrow subset of consumers that may be receptive to the product offering. Car advertisements are especially made to grab attention, pique interest, meet desires, and evoke action in consumers.[\/caption]\r\n\r\nThird, automotive marketers speak to\u00a0what their consumers desire. For Mini drivers, it's the \"fun\" of driving, while for Prius consumers it may be the fuel economy or the environmental friendliness. Only after evaluating consumer desires are marketers able to create effective campaigns. Lastly, marketers use advertising and other methods, such as sales promotions, to encourage consumers to take action by purchasing the product or service.\r\n\r\n<\/div>\r\n<h3>Push versus Pull Promotion Mix Strategies<\/h3>\r\nPush and pull strategies are promotional strategies used to get the product to its target market.\u00a0A<strong> push strategy <\/strong>places the product in front of the customer, to make sure the consumer is aware of the existence of the product. Push strategies also create incentives for retailers to stock products and put them in front of the customer. Examples of push\u00a0tactics include:\r\n<ul>\r\n \t<li>Point-of-sale displays that make a product highly visible to consumers<\/li>\r\n \t<li>Product demonstrations to show off a product's features to potential customers at trade shows and in showrooms<\/li>\r\n \t<li>Retailer incentives to stock and sell products, such as discounted bulk pricing<\/li>\r\n \t<li>Negotiations with a retailer to stock a specific item in limited store space, along with proof points the product will sell<\/li>\r\n \t<li>Creating a supply chain for distribution that ensures retailers can obtain the product in sufficient quantities<\/li>\r\n<\/ul>\r\nPush strategies work best when companies already have established relationships with users. For example, cell phone providers proactively send (i.e., push) advertisements via text messages to mobile customers regarding promotions and upgrades. This permission-based marketing can become particularly effective when push tactics and offers\u00a0are personalized to the\u00a0user based on individual\u00a0preferences, usage, and buying behavior.\r\n\r\nA\u00a0<strong>pull strategy<\/strong> stimulates demand and motivates customers to actively seek out a specific product. It is aimed primarily at the end users, rather than retailers or other middle players in the value chain. Pull strategies can be particularly successful for strong, visible brands with which consumers already have some familiarity. Examples of pull tactics include:\r\n<ul>\r\n \t<li>Mass-media advertising and promotion of a product<\/li>\r\n \t<li>Marketing communications with\u00a0existing customers to make them aware of new products that will fill a specific need<\/li>\r\n \t<li>Referrals and word-of-mouth recommendations from existing customers<\/li>\r\n \t<li>Product reviews from opinion leaders<\/li>\r\n \t<li>Sales promotions and discounts<\/li>\r\n<\/ul>\r\nUsing these strategies creates a demand for a specific\u00a0product. With pull tactics stoking demand, retailers are then\u00a0encouraged to seek out the product and stock it on their shelves. For instance, Apple successfully uses a combination of pull strategies to launch iPhones or iPads. The music industry has shifted strongly toward pull strategies due to digitization and the emergence of social networking Web sites. Music platforms such as iTunes, Grooveshark, and Spotify all reflect a power shift toward music consumers exploring and demanding music they want, rather than music producers controlling what is available to whet\u00a0music lovers' appetites. Likewise, music retailers have adapted their strategies toward pulling in consumers to seek out products.\r\n\r\nMost businesses use a combination of push and pull strategies in order to successfully market their products, services and brands. As marketers define the objectives they want marketing campaigns and IMC to accomplish, they can determine whether \"push,\" \"pull,\" or a combination of both\u00a0will be most effective. This helps guide their choices around which marketing communication methods and tools to use.\r\n<h3>Engagement\u00a0Strategies<\/h3>\r\nIn the age of IMC, it is essential for marketers to think creatively about what they are trying to accomplish with target customers through the campaign. Beyond just \"pushing\" a product through channel partners or \"pulling\" a customer in through advertising and awareness-building, marketers should consider how the campaign will draw\u00a0attention, make an impact, and invite\u00a0target audiences to take action amidst a crowded marketplace. Exposure alone is no longer sufficient to create brand equity and loyalty; interaction\u00a0is now the name of the game.\r\n\r\nMarketers today have many different avenues for creating engagement opportunities focused on making a desired impact in the mind\u2013and behavior\u2013of the customer. By thinking through campaign objectives at this level, marketers can better pinpoint not only a winning strategy for the campaign, but also the types of\u00a0IMC tactics and tools to help them deliver the desired results. For example:\r\n<table><caption>Engagement Strategies<\/caption>\r\n<tbody>\r\n<tr>\r\n<th scope=\"col\"><strong>Campaign Strategy<\/strong><\/th>\r\n<th scope=\"col\"><strong>Well-suited IMC Tactics, Tools<\/strong><\/th>\r\n<\/tr>\r\n<tr>\r\n<td>Interact<\/td>\r\n<td>Social media, events, guerrilla marketing efforts<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Engage<\/td>\r\n<td>Word-of-mouth recommendations, viral sharing, social media<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Embrace<\/td>\r\n<td>Brand community, social media, events, sales promotions, viral sharing<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Influence<\/td>\r\n<td>Public relations, thought leadership activities, personal selling<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Convince<\/td>\r\n<td>Case studies, testimonials, comparisons, free trials, samples<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Educate<\/td>\r\n<td>Advertising, thought leadership activities, public relations, website and other content marketing<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Inspire<\/td>\r\n<td>Testimonials, guerrilla marketing, events, advertising, case studies<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Nurture<\/td>\r\n<td>Email marketing, content marketing, personal selling<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h2>Step 3: Set S.M.A.R.T. Goals<\/h2>\r\nAfter determining campaign objectives, marketers should set specific goals for their IMC programs using S.M.A.R.T. criteria aligned with the marketing strategy. S.M.A.R.T. is an acronym organizations and managers use to set\u00a0clear, measurable goals. Used in the business world inside and outside marketing, S.M.A.R.T. comes from the work of George T. Doran.[footnote]Wikipedia:\u00a0https:\/\/en.wikipedia.org\/wiki\/SMART_criteria[\/footnote] He proposed that each level of the organization should set goals that are:\r\n<ul>\r\n \t<li><strong>S<\/strong>pecific:\u00a0target a specific area for improvement<\/li>\r\n \t<li><strong>M<\/strong>easurable:\u00a0quantify or at least suggest an indicator of progress<\/li>\r\n \t<li><strong>A<\/strong>ssignable:\u00a0specify who will do it<\/li>\r\n \t<li><strong>R<\/strong>ealistic:\u00a0state what results can realistically be achieved, given available resources<\/li>\r\n \t<li><strong>T<\/strong>ime-related: specify when the result(s) can be achieved<\/li>\r\n<\/ul>\r\nS.M.A.R.T. goals help ensure clarity about what will be accomplished with a marketing campaign or other activity. They also contribute to good communication between managers and employees, so that there are clear\u00a0expectations on all sides about the focus of attention, resources, and results.\r\n<div class=\"textbox examples\">\r\n<h3>Making a SMART Goal<\/h3>\r\nConsider the following example of\u00a0a S.M.A.R.T. marketing campaign goal:\r\n<p style=\"padding-left: 30px;\">The California Campaign, implemented by the marketing team in conjunction with the California sales lead, will use customer referrals, conference appearances, content marketing tactics, and personal selling to identify and develop five new medium-to-large businesses\u00a0to pilot our new technology product by September 1, 2016.<\/p>\r\nThis goal is:\r\n<ul>\r\n \t<li>Specific: It focuses on identifying new business opportunities to pilot a new product in California<\/li>\r\n \t<li>Measurable: It specifies a goal of developing \"five new medium-to-large businesses\" to pilot the new product<\/li>\r\n \t<li>Assignable: It designates\u00a0the ownership of this goal between the marketing team and the California sales lead<\/li>\r\n \t<li>Realistic: It states the resources and techniques that will be used to achieve the goal, and the size of the goal appears to be well proportioned to the time and resources available<\/li>\r\n \t<li>Time-related: The end date for achieving the results\u00a0is clear: September 1, 2016<\/li>\r\n<\/ul>\r\nUsing the S.M.A.R.T.\u00a0format helps marketers map IMC activities directly to broader marketing goals and strategy. It also sets the stage for being able to monitor progress and adjust the campaign's approach and tactics midstream if the initial efforts are falling short or getting off track.\r\n\r\n<\/div>\r\n<h2>Step 4: Define the Message<\/h2>\r\nWith the marketing campaign's objectives determined and goals defined, marketers can revisit and refine campaign messaging to fit the approach they have selected. Refer to the \"Defining the Message\" section of this module for further guidance and recommendations around developing a messaging framework and getting\u00a0the messaging right.\r\n\r\nPart of the messaging is the call to action. As marketers hone in on the marketing communication methods and tools they will use, each touch point should include a call to action aligned with the campaign strategy and goals. The calls to action should be appropriate to the AIDA model stage, the audience, and the tool being used. For example, as a prospective customer progresses through the sales cycle, the following set of appropriate calls to action might be built into Web content:\r\n<ul>\r\n \t<li><strong>A<\/strong>wareness: Click on a paid search ad to visit a Web site and\u00a0view a product description and comparative product review<\/li>\r\n \t<li><strong>I<\/strong>nterest: Download a white paper outlining how a product offers a novel solution to a common business problem<\/li>\r\n \t<li><strong>D<\/strong>esire: Request a product demonstration<\/li>\r\n \t<li><strong>A<\/strong>ction Stage: Request a proposal and price quote<\/li>\r\n<\/ul>\r\n<h2>Step 5: Select Marketing Communication Methods<\/h2>\r\nAs marketers consider marketing communication methods, several factors shape their choices:\r\n<h3>Budget<\/h3>\r\nWhat is the budget for the marketing campaign, and what resources are available to execute it? A large budget can incorporate more expensive marketing communication techniques\u2014such as mass-market advertising and sales promotions\u2014a larger scale, a broader reach, and\/or a longer time frame. A small-budget campaign might also be very ambitious, but it would rely primarily on in-house labor and existing tools, such as a company's Web site and content marketing, email marketing, and social media capabilities.\u00a0It's important to figure out how to get the biggest impact from the available budget.\r\n<h3>Timing<\/h3>\r\nSome IMC methods and tactics require a longer lead time than others. For example, email and Web marketing activities can usually be executed rapidly, often with in-house resources. Conference presentations and events require significantly longer lead time to orchestrate. It's important to choose\u00a0the tools that will make the biggest impact in the time available.\r\n<h3>Audience<\/h3>\r\nEffective IMC methods meet audiences where they are. As suggested above, the media habits and behaviors of the target segments should guide marketers' choices around marketing communication. For example, if you know your target audience subscribes to a particular magazine, visits a short list of Web sites to get information about your product category, and follows a particular set of bloggers, your\u00a0IMC strategy should build a presence in these media. Alternatively, if you learn that 60 percent of your new business comes as a result of Yelp and FourSquare reviews, your marketing campaign might focus on social-media reputation building and mobile touch points.\r\n<h3>Existing Assets and Organizational Strengths<\/h3>\r\nWhen considering marketing communications and the promotional mix, marketers should always look for ways to build on and make the best use of existing assets. For example, if a company has a physical store or space, how is it being used to full effect to move prospective customers through the sales cycle? If a company has a well-respected founder or thought leader as an employee, how are marketers using this asset to generate interesting content, educate prospects, differentiate the company, and create a desire for their brand, products, or services? Does the organization have a Website and, if so, how does it support each stage of the AIDA model? Organizations should be aware of these strengths and design IMC programs that use them to best advantage. Often these strengths become competitive advantages that competitors cannot easily match or replicate.\r\n<h3>Advantages of Various Marketing Communication Methods<\/h3>\r\nDifferent marketing communication methods lend themselves to particular stages of the AIDA model, push vs. pull strategies, and ways of interacting with customers.\r\n<ul>\r\n \t<li><strong>Advertising<\/strong> is particularly well-suited to awareness-building<\/li>\r\n \t<li><strong>Public relations<\/strong> activities often focus on generating interest, educating prospective customers and sharing stories that create desire for a product or brand. Similarly, experiential events can create memorable opportunities to interact with product, brands and people.<\/li>\r\n \t<li><strong>Personal selling<\/strong> typically focuses at the later stages of the model, solidifying desire and stimulating action<\/li>\r\n \t<li><strong>Sales promotions,<\/strong> depending on their design, can be focused at any step of the AIDA model. For consumer products, they often focus on point-of-sale touch points to induce buying.<\/li>\r\n \t<li><strong>Direct marketing<\/strong> can also be focused at any step of the AIDA model, depending on the design. It is often used to generate interest, providing information or an offer that motivates prospective customers to dig a little deeper and learn more.<\/li>\r\n \t<li><strong>Digital marketing<\/strong> offers a plethora of tools that can be deployed at any stage of the AIDA model. Paid digital ads, search optimization and social media word-of-mouth all support awareness-building and generating interest.\u00a0Blogs, newsletters, digital case studies and customer testimonials can be powerful tools for stoking desire. How the website engages customers through the purchasing process is key to persuading prospects to become customers.<\/li>\r\n \t<li><strong>Guerrilla marketing<\/strong>, like digital marketing, can be designed to impact any stage of the AIDA model. It is often used by newcomers for awareness-building, to make an impact in a new market. Marketers also use it frequently for engaging experiential activities that solidify desire and create an emotional bond with the consumer.<\/li>\r\n<\/ul>\r\nMarketers should think creatively about the methods available to them and how they can come together to deliver the overall message, experience, goals and objectives of the campaign. Fortunately, if marketers plan well, they also have the opportunity to evaluate effectiveness and revise the approach to improve outcomes.\r\n<h2>Step 6: Determine the Promotional Mix<\/h2>\r\nOnce marketers have selected marketing communications methods, the next step is to decide which specific tools to employ, when, and how much. IMC programs are very powerful when they layer communication channels and methods upon one another\u2014it's an approach that amplifies and reinforces the message. The next section of this module goes into much more detail about marketing communication methods, common tools associated with each method, and when\/how to use these tools most effectively.\r\n<h2>Step 7: Execute the Campaign<\/h2>\r\nThe final sections of this module provide recommendations for\u00a0how to create effective communication and marketing plans\u00a0that simplify execution and follow-through.\r\n<h2>Step 8: Measure Results<\/h2>\r\nLater in this module we\u00a0will also discuss the process of identifying the best means of measuring the success of IMC efforts. Tracking and understanding results is how marketing teams and managers monitor progress and know when they need to adjust course.\r\n\r\nAs marketers design their IMC activities and marketing campaigns with an eye toward\u00a0results, accountability, and outcomes, they will benefit from an approach that emphasizes\u00a0alignment between organizational strategy, marketing strategy, and the day-to-day marketing tactics\u00a0that execute this strategy.","rendered":"<h2>Laying the Foundation for Effective\u00a0Marketing Campaigns<\/h2>\n<p>To use integrated marketing communication (IMC)\u00a0effectively in marketing campaigns, marketers go through several planning steps to define precisely what they want to accomplish and with whom. Only with this information can they be sure they are identifying\u00a0the right message and promotional mix to achieve their goals.<\/p>\n<p>Standard marketing campaign planning steps include the following:<\/p>\n<ol>\n<li>Determine the target market<\/li>\n<li>Determine purpose and objectives for the IMC campaign<\/li>\n<li>Set S.M.A.R.T. goals<\/li>\n<li>Define the message<\/li>\n<li>Select marketing communications methods\u00a0and tools<\/li>\n<li>Determine the promotional mix: which tools to use, when, and how much<\/li>\n<li>Execute the campaign<\/li>\n<li>Measure results and refine approach, as needed<\/li>\n<\/ol>\n<h2>Step 1: Determine\u00a0Target Market<\/h2>\n<p>In the segmentation and targeting module, as well as in other sections of this course, we&#8217;ve discussed the critical importance of clearly identifying the target market or the set of market segments an organization plans\u00a0to focus on. A marketing plan may include one or more campaigns focused on one or more target segments. Some campaigns may focus on achieving specific goals for a single segment. Other campaigns may focus on a common set of goals using a variety of\u00a0IMC activities targeting different segments.<\/p>\n<p>In any\u00a0case, clearly defining the audience for IMC activities is an essential input. This is because different market segments use different types of media, and they may have other distinctive characteristics that\u00a0impact the effectiveness of a marketing activity. For example,\u00a0in 2018, 68 percent of all Internet users were also Facebook users. Its usage is growing among older Americans: 41 percent of Americans aged 65 and over used Facebook (compared with 20 percent in 2012). Meanwhile, 35 percent of Facebook users are under 25 (with an additional 30 percent of users aged 25\u201334)\u2014for a total of 65 percent of users under 35.<a class=\"footnote\" title=\"Cooper, Paige. \u201c41 Facebook Stats That Matter to Marketers in 2019.\u201d Hootsuite Social Media Management, November 13, 2018. https:\/\/blog.hootsuite.com\/facebook-statistics\/.\" id=\"return-footnote-5580-1\" href=\"#footnote-5580-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p>\n<p>Your\u00a0decision about\u00a0whether to use Facebook in an IMC campaign should depend, in part, on what proportion of the target audience you can\u00a0reach with this tool. Understanding your target segment(s) and their communication and media habits will make a huge difference in your\u00a0ability to design IMC programs to reach the people you want to reach.<\/p>\n<h2>Step 2:\u00a0 Determine Marketing\u00a0Campaign Objectives<\/h2>\n<p>Once the audience is defined, the next essential step for a successful marketing campaign is to define what the campaign will accomplish with its IMC efforts. Although many marketing\u00a0campaigns may be oriented toward a single objective, it is possible for an IMC program to accomplish more than one objective at a time, so long as this doesn&#8217;t create confusion for your target audiences.<\/p>\n<p>The objectives should explain the following two items:<\/p>\n<ol>\n<li>the impact of campaign activity on target audiences<\/li>\n<li>the ultimate results or outcomes that align with the organization&#8217;s marketing strategy and corporate goals<\/li>\n<\/ol>\n<p>While the objective\u00a0of a marketing campaign often involves increasing sales, this does not necessarily have to be an\u00a0objective. An entire campaign might focus primarily on building awareness and persuading people to engage with a product or brand in some way, as a stepping-stone towards generating demand and increasing sales.<\/p>\n<p>A good place to help with thinking through campaign objectives\u00a0is to consider the cognitive stages a customer goes through as they become aware of and eventually decide to buy a brand, product, or service. Many marketers use the <em>AIDA model<\/em> to guide this thinking and help them pinpoint campaign objectives for a given audience.<\/p>\n<h3>Communicating with Target Segments:\u00a0The AIDA Model<\/h3>\n<p>AIDA is an acronym marketers use to help them\u00a0develop effective communication strategies and connect\u00a0with customers in a way that better responds to their needs and desires. Credited to\u00a0the American advertising and sales pioneer, Elias St. Elmo Lewis, the model originally applied mainly\u00a0to advertising. AIDA describes a common list of events that occur when a consumer views an advertisement or other marketing communication. As marketing communication methods have evolved, the model has been used\u00a0to encompass other marketing tools and channels as well.<\/p>\n<p>The letters in the AIDA acronym stand for the following:<\/p>\n<ul>\n<li><strong><em>A<\/em><\/strong> represents <em>attention<\/em> or <em>awareness<\/em>, and the ability to attract the attention of the consumers.<\/li>\n<li><em><strong>I<\/strong><\/em> is <em>interest<\/em> and points to the ability to raise the interest of consumers by focusing on and demonstrating advantages and benefits\u00a0(instead of focusing on features, as in traditional advertising).<\/li>\n<li><em><strong>D<\/strong><\/em> represents <em>desire<\/em>. The advertisement convinces consumers that they want and desire the product or service\u00a0because it will satisfy their needs.<\/li>\n<li><em><strong>A<\/strong><\/em> is <em>action.<\/em>\u00a0Consumers are led\u00a0to\u00a0take action by purchasing the product or service.<\/li>\n<\/ul>\n<p>The system helps guide marketers to refine their objectives and clarify what they want to accomplish with a target segment. As campaign objectives become clearer, marketers gain insight into ways of refining their marketing messages and deciding which tools they can use to deliver these messages\u00a0effectively.<\/p>\n<p>The table, below, identifies typical campaign objectives associated with each stage of the AIDA model. Note that the largest group of prospective customers appears in the first stage of the model: Awareness. As the sales cycle progresses, a percentage of prospects is lost at each stage.<\/p>\n<p>Let&#8217;s take a look at\u00a0typical campaign objectives in each stage:<\/p>\n<ul>\n<li><strong>Awareness:<\/strong> Build awareness to motivate further action\n<ul>\n<li>Develop brand awareness\u00a0and recognition<\/li>\n<li>Increase traffic\u00a0to physical or virtual stores, Web sites, or other channels<\/li>\n<li>Remind customers about a brand, product, service or category<\/li>\n<\/ul>\n<\/li>\n<li><strong>Interest:<\/strong> Generate interest by informing about benefits; shaping perceptions\n<ul>\n<li>Differentiate a product,\u00a0stressing benefits and features not available from competitors<\/li>\n<li>Provide more information\u00a0about the product or the service because information may be\u00a0correlated with greater likelihood of purchase<\/li>\n<li>Increase demand\u00a0for a specific product or a product category; generate enough interest to research further<\/li>\n<\/ul>\n<\/li>\n<li><strong>Desire:<\/strong> Create desire; move from \u201cliking\u201d to \u201cwanting\u201d\n<ul>\n<li>Build brand equity\u00a0by increasing customer perceptions of quality, desirability, and other brand attributes<\/li>\n<li>Stimulate trial,\u00a0an important step in building new brands and rejuvenating stagnant brands<\/li>\n<li>Change or influence customer beliefs\u00a0and attitudes about a brand, product, or category, ideally creating an emotional connection<\/li>\n<\/ul>\n<\/li>\n<li><strong>Action:<\/strong> Take action toward purchasing\n<ul>\n<li>Reduce purchase risk\u00a0to make prospective customers feel more comfortable buying a new or unfamiliar product or brand<\/li>\n<li>Encourage repeat purchases\u00a0in the effort to increase usage and brand loyalty<\/li>\n<li>Increase sales and\/or market share, with the goal of broadening reach within a time period, product category, or\u00a0segment<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div class=\"textbox examples\">\n<h3>Mini and the\u00a0AIDA Model<\/h3>\n<p>Car marketing is\u00a0a\u00a0prime example of using the AIDA model to narrow the target market and get results. Marketers in the automotive industry know their advertisements and other marketing communications must grab the attention of consumers, so they use colors, backgrounds, and themes that would appeal to them. Next, automotive marketers pique interest by showing the advantages of owning the car. In the case of the Mini, for instance, marketers imply that a small car can drive\u00a0the consumer to open spaces and to fun.<\/p>\n<div style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/1939\/2017\/05\/30154953\/5726568942-933b34f713-b.jpeg\" alt=\"A Mini car drives down a road on a beautiful sunny day by some scenic hills. Text says &quot;Wide Open Spaces, Meet Wide Open Fun.&quot;\" width=\"680\" height=\"475\" \/><\/p>\n<p class=\"wp-caption-text\">Advertisers can target a precise market by using the AIDA model to identify a narrow subset of consumers that may be receptive to the product offering. Car advertisements are especially made to grab attention, pique interest, meet desires, and evoke action in consumers.<\/p>\n<\/div>\n<p>Third, automotive marketers speak to\u00a0what their consumers desire. For Mini drivers, it&#8217;s the &#8220;fun&#8221; of driving, while for Prius consumers it may be the fuel economy or the environmental friendliness. Only after evaluating consumer desires are marketers able to create effective campaigns. Lastly, marketers use advertising and other methods, such as sales promotions, to encourage consumers to take action by purchasing the product or service.<\/p>\n<\/div>\n<h3>Push versus Pull Promotion Mix Strategies<\/h3>\n<p>Push and pull strategies are promotional strategies used to get the product to its target market.\u00a0A<strong> push strategy <\/strong>places the product in front of the customer, to make sure the consumer is aware of the existence of the product. Push strategies also create incentives for retailers to stock products and put them in front of the customer. Examples of push\u00a0tactics include:<\/p>\n<ul>\n<li>Point-of-sale displays that make a product highly visible to consumers<\/li>\n<li>Product demonstrations to show off a product&#8217;s features to potential customers at trade shows and in showrooms<\/li>\n<li>Retailer incentives to stock and sell products, such as discounted bulk pricing<\/li>\n<li>Negotiations with a retailer to stock a specific item in limited store space, along with proof points the product will sell<\/li>\n<li>Creating a supply chain for distribution that ensures retailers can obtain the product in sufficient quantities<\/li>\n<\/ul>\n<p>Push strategies work best when companies already have established relationships with users. For example, cell phone providers proactively send (i.e., push) advertisements via text messages to mobile customers regarding promotions and upgrades. This permission-based marketing can become particularly effective when push tactics and offers\u00a0are personalized to the\u00a0user based on individual\u00a0preferences, usage, and buying behavior.<\/p>\n<p>A\u00a0<strong>pull strategy<\/strong> stimulates demand and motivates customers to actively seek out a specific product. It is aimed primarily at the end users, rather than retailers or other middle players in the value chain. Pull strategies can be particularly successful for strong, visible brands with which consumers already have some familiarity. Examples of pull tactics include:<\/p>\n<ul>\n<li>Mass-media advertising and promotion of a product<\/li>\n<li>Marketing communications with\u00a0existing customers to make them aware of new products that will fill a specific need<\/li>\n<li>Referrals and word-of-mouth recommendations from existing customers<\/li>\n<li>Product reviews from opinion leaders<\/li>\n<li>Sales promotions and discounts<\/li>\n<\/ul>\n<p>Using these strategies creates a demand for a specific\u00a0product. With pull tactics stoking demand, retailers are then\u00a0encouraged to seek out the product and stock it on their shelves. For instance, Apple successfully uses a combination of pull strategies to launch iPhones or iPads. The music industry has shifted strongly toward pull strategies due to digitization and the emergence of social networking Web sites. Music platforms such as iTunes, Grooveshark, and Spotify all reflect a power shift toward music consumers exploring and demanding music they want, rather than music producers controlling what is available to whet\u00a0music lovers&#8217; appetites. Likewise, music retailers have adapted their strategies toward pulling in consumers to seek out products.<\/p>\n<p>Most businesses use a combination of push and pull strategies in order to successfully market their products, services and brands. As marketers define the objectives they want marketing campaigns and IMC to accomplish, they can determine whether &#8220;push,&#8221; &#8220;pull,&#8221; or a combination of both\u00a0will be most effective. This helps guide their choices around which marketing communication methods and tools to use.<\/p>\n<h3>Engagement\u00a0Strategies<\/h3>\n<p>In the age of IMC, it is essential for marketers to think creatively about what they are trying to accomplish with target customers through the campaign. Beyond just &#8220;pushing&#8221; a product through channel partners or &#8220;pulling&#8221; a customer in through advertising and awareness-building, marketers should consider how the campaign will draw\u00a0attention, make an impact, and invite\u00a0target audiences to take action amidst a crowded marketplace. Exposure alone is no longer sufficient to create brand equity and loyalty; interaction\u00a0is now the name of the game.<\/p>\n<p>Marketers today have many different avenues for creating engagement opportunities focused on making a desired impact in the mind\u2013and behavior\u2013of the customer. By thinking through campaign objectives at this level, marketers can better pinpoint not only a winning strategy for the campaign, but also the types of\u00a0IMC tactics and tools to help them deliver the desired results. For example:<\/p>\n<table>\n<caption>Engagement Strategies<\/caption>\n<tbody>\n<tr>\n<th scope=\"col\"><strong>Campaign Strategy<\/strong><\/th>\n<th scope=\"col\"><strong>Well-suited IMC Tactics, Tools<\/strong><\/th>\n<\/tr>\n<tr>\n<td>Interact<\/td>\n<td>Social media, events, guerrilla marketing efforts<\/td>\n<\/tr>\n<tr>\n<td>Engage<\/td>\n<td>Word-of-mouth recommendations, viral sharing, social media<\/td>\n<\/tr>\n<tr>\n<td>Embrace<\/td>\n<td>Brand community, social media, events, sales promotions, viral sharing<\/td>\n<\/tr>\n<tr>\n<td>Influence<\/td>\n<td>Public relations, thought leadership activities, personal selling<\/td>\n<\/tr>\n<tr>\n<td>Convince<\/td>\n<td>Case studies, testimonials, comparisons, free trials, samples<\/td>\n<\/tr>\n<tr>\n<td>Educate<\/td>\n<td>Advertising, thought leadership activities, public relations, website and other content marketing<\/td>\n<\/tr>\n<tr>\n<td>Inspire<\/td>\n<td>Testimonials, guerrilla marketing, events, advertising, case studies<\/td>\n<\/tr>\n<tr>\n<td>Nurture<\/td>\n<td>Email marketing, content marketing, personal selling<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>Step 3: Set S.M.A.R.T. Goals<\/h2>\n<p>After determining campaign objectives, marketers should set specific goals for their IMC programs using S.M.A.R.T. criteria aligned with the marketing strategy. S.M.A.R.T. is an acronym organizations and managers use to set\u00a0clear, measurable goals. Used in the business world inside and outside marketing, S.M.A.R.T. comes from the work of George T. Doran.<a class=\"footnote\" title=\"Wikipedia:\u00a0https:\/\/en.wikipedia.org\/wiki\/SMART_criteria\" id=\"return-footnote-5580-2\" href=\"#footnote-5580-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a> He proposed that each level of the organization should set goals that are:<\/p>\n<ul>\n<li><strong>S<\/strong>pecific:\u00a0target a specific area for improvement<\/li>\n<li><strong>M<\/strong>easurable:\u00a0quantify or at least suggest an indicator of progress<\/li>\n<li><strong>A<\/strong>ssignable:\u00a0specify who will do it<\/li>\n<li><strong>R<\/strong>ealistic:\u00a0state what results can realistically be achieved, given available resources<\/li>\n<li><strong>T<\/strong>ime-related: specify when the result(s) can be achieved<\/li>\n<\/ul>\n<p>S.M.A.R.T. goals help ensure clarity about what will be accomplished with a marketing campaign or other activity. They also contribute to good communication between managers and employees, so that there are clear\u00a0expectations on all sides about the focus of attention, resources, and results.<\/p>\n<div class=\"textbox examples\">\n<h3>Making a SMART Goal<\/h3>\n<p>Consider the following example of\u00a0a S.M.A.R.T. marketing campaign goal:<\/p>\n<p style=\"padding-left: 30px;\">The California Campaign, implemented by the marketing team in conjunction with the California sales lead, will use customer referrals, conference appearances, content marketing tactics, and personal selling to identify and develop five new medium-to-large businesses\u00a0to pilot our new technology product by September 1, 2016.<\/p>\n<p>This goal is:<\/p>\n<ul>\n<li>Specific: It focuses on identifying new business opportunities to pilot a new product in California<\/li>\n<li>Measurable: It specifies a goal of developing &#8220;five new medium-to-large businesses&#8221; to pilot the new product<\/li>\n<li>Assignable: It designates\u00a0the ownership of this goal between the marketing team and the California sales lead<\/li>\n<li>Realistic: It states the resources and techniques that will be used to achieve the goal, and the size of the goal appears to be well proportioned to the time and resources available<\/li>\n<li>Time-related: The end date for achieving the results\u00a0is clear: September 1, 2016<\/li>\n<\/ul>\n<p>Using the S.M.A.R.T.\u00a0format helps marketers map IMC activities directly to broader marketing goals and strategy. It also sets the stage for being able to monitor progress and adjust the campaign&#8217;s approach and tactics midstream if the initial efforts are falling short or getting off track.<\/p>\n<\/div>\n<h2>Step 4: Define the Message<\/h2>\n<p>With the marketing campaign&#8217;s objectives determined and goals defined, marketers can revisit and refine campaign messaging to fit the approach they have selected. Refer to the &#8220;Defining the Message&#8221; section of this module for further guidance and recommendations around developing a messaging framework and getting\u00a0the messaging right.<\/p>\n<p>Part of the messaging is the call to action. As marketers hone in on the marketing communication methods and tools they will use, each touch point should include a call to action aligned with the campaign strategy and goals. The calls to action should be appropriate to the AIDA model stage, the audience, and the tool being used. For example, as a prospective customer progresses through the sales cycle, the following set of appropriate calls to action might be built into Web content:<\/p>\n<ul>\n<li><strong>A<\/strong>wareness: Click on a paid search ad to visit a Web site and\u00a0view a product description and comparative product review<\/li>\n<li><strong>I<\/strong>nterest: Download a white paper outlining how a product offers a novel solution to a common business problem<\/li>\n<li><strong>D<\/strong>esire: Request a product demonstration<\/li>\n<li><strong>A<\/strong>ction Stage: Request a proposal and price quote<\/li>\n<\/ul>\n<h2>Step 5: Select Marketing Communication Methods<\/h2>\n<p>As marketers consider marketing communication methods, several factors shape their choices:<\/p>\n<h3>Budget<\/h3>\n<p>What is the budget for the marketing campaign, and what resources are available to execute it? A large budget can incorporate more expensive marketing communication techniques\u2014such as mass-market advertising and sales promotions\u2014a larger scale, a broader reach, and\/or a longer time frame. A small-budget campaign might also be very ambitious, but it would rely primarily on in-house labor and existing tools, such as a company&#8217;s Web site and content marketing, email marketing, and social media capabilities.\u00a0It&#8217;s important to figure out how to get the biggest impact from the available budget.<\/p>\n<h3>Timing<\/h3>\n<p>Some IMC methods and tactics require a longer lead time than others. For example, email and Web marketing activities can usually be executed rapidly, often with in-house resources. Conference presentations and events require significantly longer lead time to orchestrate. It&#8217;s important to choose\u00a0the tools that will make the biggest impact in the time available.<\/p>\n<h3>Audience<\/h3>\n<p>Effective IMC methods meet audiences where they are. As suggested above, the media habits and behaviors of the target segments should guide marketers&#8217; choices around marketing communication. For example, if you know your target audience subscribes to a particular magazine, visits a short list of Web sites to get information about your product category, and follows a particular set of bloggers, your\u00a0IMC strategy should build a presence in these media. Alternatively, if you learn that 60 percent of your new business comes as a result of Yelp and FourSquare reviews, your marketing campaign might focus on social-media reputation building and mobile touch points.<\/p>\n<h3>Existing Assets and Organizational Strengths<\/h3>\n<p>When considering marketing communications and the promotional mix, marketers should always look for ways to build on and make the best use of existing assets. For example, if a company has a physical store or space, how is it being used to full effect to move prospective customers through the sales cycle? If a company has a well-respected founder or thought leader as an employee, how are marketers using this asset to generate interesting content, educate prospects, differentiate the company, and create a desire for their brand, products, or services? Does the organization have a Website and, if so, how does it support each stage of the AIDA model? Organizations should be aware of these strengths and design IMC programs that use them to best advantage. Often these strengths become competitive advantages that competitors cannot easily match or replicate.<\/p>\n<h3>Advantages of Various Marketing Communication Methods<\/h3>\n<p>Different marketing communication methods lend themselves to particular stages of the AIDA model, push vs. pull strategies, and ways of interacting with customers.<\/p>\n<ul>\n<li><strong>Advertising<\/strong> is particularly well-suited to awareness-building<\/li>\n<li><strong>Public relations<\/strong> activities often focus on generating interest, educating prospective customers and sharing stories that create desire for a product or brand. Similarly, experiential events can create memorable opportunities to interact with product, brands and people.<\/li>\n<li><strong>Personal selling<\/strong> typically focuses at the later stages of the model, solidifying desire and stimulating action<\/li>\n<li><strong>Sales promotions,<\/strong> depending on their design, can be focused at any step of the AIDA model. For consumer products, they often focus on point-of-sale touch points to induce buying.<\/li>\n<li><strong>Direct marketing<\/strong> can also be focused at any step of the AIDA model, depending on the design. It is often used to generate interest, providing information or an offer that motivates prospective customers to dig a little deeper and learn more.<\/li>\n<li><strong>Digital marketing<\/strong> offers a plethora of tools that can be deployed at any stage of the AIDA model. Paid digital ads, search optimization and social media word-of-mouth all support awareness-building and generating interest.\u00a0Blogs, newsletters, digital case studies and customer testimonials can be powerful tools for stoking desire. How the website engages customers through the purchasing process is key to persuading prospects to become customers.<\/li>\n<li><strong>Guerrilla marketing<\/strong>, like digital marketing, can be designed to impact any stage of the AIDA model. It is often used by newcomers for awareness-building, to make an impact in a new market. Marketers also use it frequently for engaging experiential activities that solidify desire and create an emotional bond with the consumer.<\/li>\n<\/ul>\n<p>Marketers should think creatively about the methods available to them and how they can come together to deliver the overall message, experience, goals and objectives of the campaign. Fortunately, if marketers plan well, they also have the opportunity to evaluate effectiveness and revise the approach to improve outcomes.<\/p>\n<h2>Step 6: Determine the Promotional Mix<\/h2>\n<p>Once marketers have selected marketing communications methods, the next step is to decide which specific tools to employ, when, and how much. IMC programs are very powerful when they layer communication channels and methods upon one another\u2014it&#8217;s an approach that amplifies and reinforces the message. The next section of this module goes into much more detail about marketing communication methods, common tools associated with each method, and when\/how to use these tools most effectively.<\/p>\n<h2>Step 7: Execute the Campaign<\/h2>\n<p>The final sections of this module provide recommendations for\u00a0how to create effective communication and marketing plans\u00a0that simplify execution and follow-through.<\/p>\n<h2>Step 8: Measure Results<\/h2>\n<p>Later in this module we\u00a0will also discuss the process of identifying the best means of measuring the success of IMC efforts. Tracking and understanding results is how marketing teams and managers monitor progress and know when they need to adjust course.<\/p>\n<p>As marketers design their IMC activities and marketing campaigns with an eye toward\u00a0results, accountability, and outcomes, they will benefit from an approach that emphasizes\u00a0alignment between organizational strategy, marketing strategy, and the day-to-day marketing tactics\u00a0that execute this strategy.<\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-5580\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Revision and adaptation. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>AIDA Model, from Boundless Marketing. <strong>Provided by<\/strong>: Boundless. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/courses.lumenlearning.com\/boundless-marketing\/\">https:\/\/courses.lumenlearning.com\/boundless-marketing\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><li>Push and Pull Strategies, from Boundless Marketing. <strong>Provided by<\/strong>: Boundless. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/courses.lumenlearning.com\/boundless-marketing\/\">https:\/\/courses.lumenlearning.com\/boundless-marketing\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>Mini Advertisement. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.miniusa.com\/\">https:\/\/www.miniusa.com\/<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Fair Use<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-5580-1\">Cooper, Paige. \u201c41 Facebook Stats That Matter to Marketers in 2019.\u201d Hootsuite Social Media Management, November 13, 2018. <a href=\"https:\/\/blog.hootsuite.com\/facebook-statistics\/\" target=\"_blank\" rel=\"noopener\">https:\/\/blog.hootsuite.com\/facebook-statistics\/<\/a>. <a href=\"#return-footnote-5580-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-5580-2\">Wikipedia:\u00a0https:\/\/en.wikipedia.org\/wiki\/SMART_criteria <a href=\"#return-footnote-5580-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":57,"menu_order":11,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"AIDA Model, from Boundless Marketing\",\"author\":\"\",\"organization\":\"Boundless\",\"url\":\"https:\/\/courses.lumenlearning.com\/boundless-marketing\/\",\"project\":\"\",\"license\":\"cc-by-sa\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Revision and adaptation\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by-sa\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Push and Pull Strategies, from Boundless 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