Advertising Planning

Process, Models , Dagmar

Approach
Advertising is business process responsible for
the mass communication of the information.
persuasion is the power of advertising it
means to persuade the reader or listener or the
viewer.
Act of persuasion in advertising is a logical
process which is known as AIDA

A attention
I interest
D desire
A action
ADVERTISING PLANNING PROCESS:-
1. Study of macro and micro
environment.
2. Setting of organizational goals.
3. Defining the target market.
4. Conducting marketing research
5. Defining marketing objectives.
6. Designing a marketing plan
7. Determining the marketing strategy
8. Determining the marketing goals.
9.Preparation of advertising
budget
10.Testing the advertising plan
11.Executing the advertising plan
12.Evaluating the advertising plan
 Concept Of DAGMAR Model:-
In 1961 prof. Russell H. calleg came with the concept
of Dagmar. It stands for defining advertising
goals for measured advertising results.
It helps the advertisers to define the advertising
objectives . It emphasis the communication task
of advertising which is based on a well defined
model.
Advertisement brings awareness which leads to
image formation leading to change in ones
attitude for an action.
 Must be Must have
measureable benchmark

Must be
in writing
Must have
targeted
audience

Must have
time
period
 Sales goals Practicability
point of point of view
view

Measurement
problem
CRITICISM
OF DGMAR
MODEL

Great Noise in
creative the system
idea
LAVIDGE-STEINER MODEL :-
In 1961 ROBERT J. LAVIDGE and GARY A. STEINER
proposed a new model for marketing
communications, which includes persuasion as an
important factor in the model.
This model considered the long term effects of
advertising.
This model shows the process by which the
advertising works and assumes that a consumer
passes through a series of steps in sequential order
from initial awareness of the product or service to the
actual purchase.
Steps involved
 geographical coverage Demand coverage
international advertising Primary advertising
National advertising Secondary advertising
Regional advertising
Local advertising Media coverage
Audience coverage Indoor media
Consumer advertising Outdoor media
Industrial advertising
Trade advertising Target coverage
Professional advertising Product advertising
Action coverage Service advertising
Direct action Institutional advertising
Indirect action