State examples of positive goals, affective goals, and behavioral goals or active goals in brand marketing communications?

The marketing communication strategy will have an impact on cognitive, behavioral and consumer attitudes. So, marketing communication is designed to improve the following 8 aspects:

Quantitative goals:

• Category needs.

Category needs refer to consumers' perceptions of the needs that a particular product / service can fulfill. In the early stages of the product life cycle, category needs are often the goals. At this stage, consumers are more educated about the benefits of the product.

• Brand Awareness.

Brand awareness is a consumer effort to associate a brand with a product / service category, for example Carnival as a luxury family car, KFC as a fast food restaurant with services for the middle class. This may be new knowledge or just a reminder. If consumers actively remember a brand, this is called active brand awareness. If consumers recognize a brand only when faced with a selection situation it is called passive brand awareness. Active brand awareness is necessary goals if consumers themselves have to remember the brand. However, this can happen if the product / service brand names are always available in the preferred situation.

• Brand Knowledge.

Brand knowledge and belief is more extensive than brand awareness, because it is more "advanced" and is knowledge about the characteristics, benefits and meaning of a particular product / service brand. When brands have stepped into the advanced stages of the product life cycle, the product / service brands must be clearly differentiated and this distinction must be communicated to the target group.

Affective goals:

• Brand Attitude.

Brand attitude is an evaluation of the brand in relation to preferences. Brand attitude can later be a global effect ("I love this brand") or an evaluation of an already articulated consumer confidence goal.

• Behavior / buying facilitation.

Purchasing facilitation includes information about how and where consumers can buy, including store locations and payment methods. So it is not information about a product or brand, but more broadly concerning other relevant elements of the marketing mix, namely price and distribution.

• Behavioral / purchasing intentions.

Intention is only one step away from behavior, namely the consumer's plan to visit a certain store or buy a certain product or brand in the future or a plan to perform a certain behavior.

Behavioral or active goals:

• Purchasing Behavior.

Communication goals can be directed to change or reinforce purchasing behavior. Keep in mind store traffic, store patronage, purchase of certain brands or other specific behaviors, such as returning response cards or phone calls to toll-free numbers asking for more information.

• Post purchase satisfaction.

Especially for consumer goods (fast moving consumer goods - FCMG), it is necessary to increase the satisfaction of product users for the brand. This can be a goal and set as the most important communication goal in caring for consumers. Another post-purchase goal is to organize user brand knowledge in order to increase consumer satisfaction and commitment. The existing condition is that many consumers tend to look for brand advertisements that they have just purchased to reduce cognitive dissonance and seek justification that supports their choice.