Establishing Objectives
and Budgeting
Sam Skreen
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Setting GOALS (Objectives)
Specific
Measureable
Attainable
Realistic
Quantifiable
SMARQ!
Nature of Objectives
“Look at your sales, now look at me, now look back at your sales.”
Ad campaign
increased sales by 107%
Sales Objectives
Sent appropriate message
to target consumers
Builds long term
brand direction
Communication
Objectives
Firms must ensure the
objectives are within their budget
Advertisers MUST communicate
the value generated by the ad campaign
Budgeting
Define
Advertising
Goals for
Measuring
Advertising
Results
DAGMAR
Creative Strategy
Planning and
Development
Monica Oedegaard
• http://www.youtube.com/watch?v=owGykVbfgUE
Old Spice commercial:
“Smell like a man, man”
Old Spice, before the launch
of “Smell like a man, man”
• 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”.
“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.
Numbers:
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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
Sources:
• “Advertising and Promotion” by George E. Belch &
Michael A. Belch (Chapter 8, page 257-258)
• http://www.pg.com/en_US/downloads/innovation/factshe
et_OldSpice.pdf
Thank you!