Communication Objectives

Communications objectives should focus on awareness, understanding, belief, intention to buy or response generation.Communications objectives are about changing attitudes.

The definition for Communication objectives as stated by the Business Dictionary is:

'Intended goals of an advertising or promotional program. Possible communications objectives include (1) creating awareness, (2) imparting knowledge, (3) projecting an image, (4) shaping attitudes, (5) stimulating a want or desire, and/or (6) effecting a sale.'

For both Crufts and the Nero Tour, a communication objective would be to encourage their audiences to purchase tickets for the events i.e. influence their purchase behaviour, this could also involve with the Nero tour, additionally purchasing downloads,merchandise etc. With Crufts, it is more likely to just involve the purchase of tickets and possibly the Crufts magazine. So ultimately, an objective is to affect their sales.

An example to show that one of the objectives for Crufts is to encourage purchase of tickets is that on its official site it states 'Buy now and save'. When clicking on this I noticed that if you purchase the tickets online/by phone in advance, they are considerably cheaper and so this is an added incentive for it's audience to purchase tickets in advance. An adult day ticket in advance is £14.00 (£1.25) booking fee, otherwise on the day it would cost £17. Obviously if a whole family were to go, this would be considerably more expensive if left until the day. The price remains the same for the Nero Tour as the tickets can only be purchased in advance due to the fact that the majority of the dates have already sold out before the actual event itself.


A communication objective for both events would also be to raise awareness of the dates on which the event is taking place, for Crufts this is over a period of 3 days (8th-11th March) and for Nero's Tour in the UK, 16 days (8th-24th March) for Nero's tour each location is different whereas for Crufts, the location remains the same. By raising awareness of the events, both raise their profile in general (imparting knowledge). For Nero this may result in them gaining more fans and then consequently this may lead to purchasing/downloading their music,joining fan pages, buying their merchandise as well as possibly attending any future concerts/festivals that they may be involved in.


Objectives also are stated on the Crufts and Kennel Club webpage,

'The aim of the Kennel Club is to promote in every way the general improvement of dogs, and the Kennel Club team works hard behind the scenes to achieve this aim and also towards 'making a difference for dogs'.

'Our objective: The Kennel Club has the broadest remit to protect and promote the general wellbeing of dogs. At its heart are programmes and investments in education and health initiatives to help dog owners across the UK to have healthy, happy dogs living long lives with responsible owners'

Reference:

Kennel Club. (2008). About the Kennel Club. Available: http://www.thekennelclub.org.uk/aboutthekc. Last accessed 05 March