Advertising Objectives with reference to DAGMAR

Presented by: Pallavi Jagtap (1112) Rananjay Jaiswal (1114) Ameya Vartak (1157) Bhavna Bhanushali (1163)

10/30/2012

Advertising
Advertising was originated from Latin term

advertire which means to turn to Definition: The American Marketing Association has defined Advertising as any paid form of nonpersonal presentation and promotion of goods, services or ideas by an identified sponsor.
2 10/30/2012

The Functions of Advertising

To inform

To persuade
To sell

10/30/2012

Objectives of Advertising
There are two types of Advertising Objectives I. General Objectives II. Specific Objectives

10/30/2012

I. General Objectives
Stimulating Demand

Increase Profits

10/30/2012

II. Specific Objectives

Preparing ground for new product

Facing competition
Informing the changes to the consumers Barring new entrants Creating or enhancing goodwill To assist salesmen

Expanding the market to new buyers

Reminding customers
6 10/30/2012

Types of Advertising
Informative advertising

Persuasive advertising
Reminder advertising Comparison advertising Reinforcement advertising

10/30/2012

Classification of Advertising
Primary Demand Advertising

Product or Institutional Advertising

Co-operative Advertising Commercial Advertising Non-Commercial Advertising Direct Action Advertising

10/30/2012

Setting Advertisement Objective

Advertising objectives are simply statements

describing what is to be accomplished by advertising to capitalise on opportunities and/or overcome problems facing the advertiser during the planning period. (Murphy and Cunningham, 1993) It is of Two Types :
Short Term Objective Long Term Objective

Short Term Objective

Build awareness

Promote new uses for a product

Extend the selling season Motivate Dealers Stimulate primary demand for a product type Establish image setting Advertising

Objectives

Long Term Objective

Change habits

Change attitude and beliefs

Build a favourable image Educate the consumer Correct a well entrenched perception Setting

Advertising Objectives

DAGMAR
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 4. Finally buy the product

Dagmar Model

13

10/30/2012

Awareness
It is necessary to make the target audience

aware with the product or company before purchase behaviour expected The initial communication task - to increase the consumer awareness of the product or offer

Comprehension
This step involves the target audience to

learn something about product, organisation, or offer. Here communication task of advertising activity is to make consumer learn about product - product characteristics, benefits, or uses.

Attitude and conviction

At this step 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. Communication task - to mould the audiences beliefs about the product through messages that demonstrate the products superiority over a rival or by talking about the rewards as a result of using the product

Action
Finally, communication must encourage

buyer to engage in purchase activity.

Other Aspect of DAGMAR

Measurement procedure

Benchmark
Target Audience Time period Written Goals

e.g. Increase awareness of our store from the

current level of 20% to 30% among the owner of product X before the launch of product Y which is expected within the next 6 months.
18 10/30/2012

List of Advertising Objectives

Awareness

Reminder
Changing attitudes, perceptions and beliefs Reinforcing attitudes Product line building Relating product to consumer needs

Image

19

10/30/2012

Thank You
20 10/30/2012