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• 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
VARIOUS MODELS FOR
DEFINING ADVERTISING
GOALS
The AIDA Model
The AIDA Model to convey communication
objectives
AIDA model was presented by Elmo Lewis to
explain how personal selling works. It shows a set
of stair-step stages which describe the process
leading a potential customer to purchase.
The stages,
• Attention,
• Interest,
• Desire, and
• Action, form a linear hierarchy.
SATISFACTION
S
AIDA model was
presented by Elmo
Lewis to explain
how personal
selling works. It
shows a set of stair-
step stages which
describe the process
leading a potential
customer to
purchase.
John Caples (BBDO), one of the greatest copywriters
of all times, provided us the following principles
– Get attention
– Hold attention
– Create desire
– Make it believable
– Prove it’s a bargain
– Make it easy to buy
– Give a reason to buy now
AIDA Model
• AIDA stands for attention, interest, desire, and
action.
• It is an acronym used in marketing and
advertising, which helps marketing managers
develop effective communication strategies and
communicate with customers in a way that better
responds to their needs and desires.
• AIDA describes a common list of events that
occur when a consumer views an advertisement.
Each letter in the acronym stands for the
following:
• The “A” represents attention or awareness, and the
ability to attract the attention of the consumers.
• The “I” is interest and points to the ability to raise the
interest of consumers by focusing on and demonstrating
advantages and benefits (instead of focusing on
features, as in traditional advertising).
• The “D” represents desire. The advertisement
convinces consumers that they want and desire the
product or service because it will satisfy their needs.
• The “A” is action, which leads consumers toward
taking action by purchasing the product or service.
DAGMAR
Advertising Goals for Measured
Advertising Results
• A marketing approach used to measure the
results of an advertising campaign.
• DAGMAR is an acronym: Defining
Advertising Goals for Measured Advertising
Results.
• The approach involves setting specific,
measurable objectives for a campaign to
determine if specific objectives were met.
• Specifically, DAGMAR seeks to communicate a
specific message through four steps:
• Awareness - making the consumer aware that the
product or company exists
• Comprehension - letting the consumer know what
the product is used for
• Conviction - convincing the consumer to
purchase the product
• Action - getting the consumer to actually make
the purchase
DAGMAR
HIGH LOW
HIGH