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DAGMAR is
Defining
Advertising
Goals for
Measured
Advertising
Results. An advertising objective involves a communication task, intended to create
awareness, impart information, develop attitudes or induce action. In the DAGMAR
approach, the communication task is based on a specific model of the communication
process, as shown below.
• Awareness
Awareness of the existence of a product or organization is necessary
before the purchase behavior can be expected.
• Awareness needs to be created, developed, refined or sustained,
according to the characteristics of the market and the particular
situation facing an organization at any one point of time.
• Comprehension
Awareness on its own may not be sufficient to stimulate a purchase.
Knowledge about the product or the organization is necessary. This
can be achieved by providing specific information about key brand
attributes.
• Conviction
The next step is to establish a sense of conviction. By creating interest
and preference, buyers are moved to a position where they are
convinced that a particular product in the class should be tried at the
next opportunity. To do this, audience’s beliefs about the product have
to be moulded and this is often done through messages that
demonstrate the product’s superiority over a rival or by talking about
the rewards as a result of using the product.
• Action
Communication must finally encourage buyers to engage in purchase
activity. Advertising can be directive and guide the buyers into certain
behavioural outcomes,
Use of toll free numbers, direct mail activities and reply cards and
coupons.
Tupperware, Aqua Guard, are famous in Indian cities as a result of its
personal selling efforts.
AIDA MODEL
Attention
Interest
Desire
Action
Media Planning
Situational analysis(to understand the market problem)
Size and share of the total market
Sales history, costs and profits
Distribution practices
Methods of selling
Use of advertising
Identification of prospects
Nature of the product
Marketing strategy plan(to plan activities for solving the problem)
Marketing objectives
Product and spending strategy
Distribution strategy
Elements of marketing mix
Identification of market segment
Creative strategy plan(to determine what to communicate through
advertisements)
How product can meet consumer needs
How product will be positioned in advertisements
Copy themes
Specific objectives of each advertisement
Number and size of advertisement
Setting media objectives
To translate marketing objectives and strategies into goals that media can
accomplish
Determining media strategy
To translate media goals into general guidelines that will control the
planner’s selection and use of media . The best strategy alternatives should
be selected
Selecting broad media classes
To compare and select best media with in broad classes again using
predetermined criteria .
If magazine ,which magazine
If television ,which television
broadcast or cable television
network or spot television
radio or newspaper
Media use decisions
Broad cast
which kind of sponsorship
what levels of reach and frequency will be Required
Scheduling
Placements of Spots
Print
Number of ads to appear and on which days and months
Placements of ads
Special treatments
Desired reach
Other media
Bill boards
location of markets and plan of distribution
kind of outdoor boards to be used
Direct mail or other media
PROMOTION MIX
Elements of promotion mix
Advertising
Direct marketing
Interactive / internet marketing
Sales promotion
Publicity/public relations
Personal selling
Communication and motivational aspects