Integrated Marketing Communication & Digital

MarketingAdvertising objectives with specific

reference to DAGMAR, Brand objectives, Consumer attitude and market structure

What is DAGMAR

•DAGMAR  stands for Defining Advertising Goals for Measured Advertising Results.

•DAGMAR Model was developed by Russell Colley in 1961 for setting advertising objectives and measuring advertising results.

Advertising objective

• Advertising objective is to carry a consumer through four levels of understanding :-

1. From unawareness to awareness - consumer must be aware of product or company,

2. Comprehension - what the product is and its benefits,

3. Conviction - mental conviction to buy the product, and

4. Action - finally buy the product.

The Functions of Advertising

•To inform•To persuade•To sell

To inform

•Seeks to provide specific pieces of information•Details about performance•New uses•New features•Operating or usage convenience•Availability

To persuade

•Change consumer’s point of view or perception •Attitudes•Habits•Beliefs

To sell

•Promoting the sale of the product through advertising of a promotional nature•Accelerate purchase•Pre pone a purchase• Incentivise a purchase

Advertising Process is all about

•What to say,•How to say and •How to reach the message to your target prospect.

Setting Advertising Objectives

•First part of the campaign development process•Evolved out of the total marketing strategy• It could be either short term or long term•Should be realistic, achievable and measurable•Must take into account what advertising can and cannot do

Contd.

•Must lay decision criteria to evaluate campaigns •The Definition•A specific communication task aimed at a defined target audience and accomplished in a given time•A clearly stated measurable end result of an advertising message, messages, campaign or programme.

Short term Objectives:

•Build awareness•Promote new uses for a product•Extend the selling season•Motivate Dealers•Stimulate primary demand for a product type•Establish credentials•Establish image

Long term Objectives:

•Change habits•Change attitude and beliefs•Build a favourable image•Educate the consumer•Correct a well entrenched perception

An example:

• To create an awareness of Brand X among 70 % of our target market (primarily women in the top 50 markets, in the age group 18-45, with one or more children, and having a monthly household income of Rs. 25000 and above) by the end of year 1, the introductory year of the national campaign• To have 70% aided recall in our target group of our brand’s message/image as projected by the creative• To have 60% of our target group report a preference for Brand X over other competing brands.

Setting Advertising Objectives

•Effect of advertising on consumer response •Product - Filter cigarette •Brand – A•Three Advert Campaign

Factors that affect the setting of the advertising objectives are:

•Marketing Objective•Marketing Strategy•PLC•Competition•Financial Resources

Brand objectives

•Brand Objectives are the core of managerial action, providing direction the plans.•An objectives will ensure that a company knows what its strategies are :

Smart ObjectivesLong term brand objectivesShort term brand objectives

Smart Objectives

•Specific•Measurable •Actionable•Relevant •Time-bound

Short term objectives

•Short term objectives could be set that gives a meaning to long term objectives •Breaking down on customers, intermediaries and product line collectively help to achieve long term objectives •This help to ensure that the organization survive during the short term period and set the phase for long term objectives