Advertising objectives with specific

reference to DAGMAR, Brand

objectives, Consumer attitudes, &
market structure
 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.
 Understanding how advertising
works
• AIDA (Strong, 1925)
• DAGMAR (Colley,1961)
• HEIRARICHY OF EFECTS (Lavidge and
Steiner,1961)
• ADOPTION (Rogers,1962)
• PROCESSING (McGuire, 1969)
• Depicting the stages through which the
consumer passes en route to purchase
 The Scale of Advertising Effect
• The ultimate goal of any advertising is to
affect the consumer’s thinking or behaviour.
• In the Scale of Ad Effect, we have a tool which
helps determine what that effect should be.
• There are 5 possible effects from direct call for
action, to the indirect reinforcements of
attitudes
• Direct Action – Prompting immediate consumer
action like Coupons filled, telephone calls, orders
placed, reps invited…purchase made
• Seek Information – Disseminating
information…purchase is imminent
• Relate to own needs and wants – Get into the
considered set…purchase will be made when the
opportunity arises
• Bring to Top of Mind – Remind for
repurchase… purchase will be made when the
opportunity arises
• Modify Attitudes – Correct, modify or re-
evaluate, reasons inhibiting purchase…will
encourage re-trial
• Reinforce Attitudes – Reassure correctness of
purchase…encourages repeat purchase
 The Campaign Planning Cycle
• The planning cycle is a series of 5 questions
• These questions lead us through the entire
planning and creative process
• It constitutes a unique way of thinking about
advertising, as it takes us through a process of
learning, building, evaluating and modifying
hypothesis
• The planning cycle is not a short term, one
campaign system.
• It is a system dedicated to brand building. Starts
where we end…a cycle
 Q 1 - Where are we?
• It requires you to collect facts; about the market, the competition,
the consumer and your brand.
• These may be culled from available statistics, from syndicated
studies, government sources, your media or research departments or
supplied by the clients themselves
• Get as much information as possible to obtain the correct analysis, a
must to begin well
• Where are we?
– Social and Economic Factors
– The Market
– The Products in the market
– Consumers in the market
– Competitive position
– Company policy
 Q 2 - Why are we there?

• An analysis based on the study of all the information

collected in the earlier stage
• What trends in the competitive marketing, brand or
advertising activity have led to the current situation
• Must be able to draw conclusions as to why the current
position exists, in the market and in the consumer’s
mind
• Why are we there?
– Past brand and competitive advertising analysis
– The consumer; attitudes and perceptions
– Factors affecting the brand sales
 Q 3 - Where could we be?
• These are objectives and goals that is set for the brand
• They must be designed to be achievable
• Marketing Objectives in terms of brand share and brand volume
• Advertising goals being the changes, new directions or restatements
of what we need to do at the different stages of the consumer buying
system that is new, different or simply the same
• What can we do to modify or restate the brand’s position
• Where could we be?
– Brand Objectives
– Product Change
– Market Share Projection
– User Change
– Usage Change
– Brand Positioning
– Brand Strategy
 Q 4 - How do we get there?
• The answer must encompass all activities, not
only creative and media recommendations, but
total communications; PR, DM, Display,
Research, Timing and Budgets
• How do we get there?
– The summary of the creative brief
– Creative Proposals
– Media Proposals
– Research Proposals
– Any other specific proposals
 Q 5 – Are we getting there?
• Monitoring progress
• Tracking studies
• Research
• Sales, Brand Share performance
• Annually or Bi-annually
• Positioning
• The position of a brand or product is the perception it brings about
in the mind of the target consumer
• This perception reflects the essence of the brand in terms of its
functional and non-functional benefits in the judgment of the
consumer
• It is relative to the perception held by that consumer, of competing
brands, choices, categories, all of which, can be represented as
points or positions in this perceptual space and together, make a
product class
 Positioning
• The four basic components of positioning
concepts
• Product class or the structure of the market in
which our brand will compete
• Consumer segmentation
• Consumer perception of our brand in relation to
competitors, leading to perceptual mapping
• The benefits offered by a brand. These benefits
may also be expressed as attributes
 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
• Must lay decision criteria to evaluate campaigns
 Setting Advertising Objectives
• 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
• The objective is always measure in terms of
change in awareness, preference, attitude, belief,
conviction or behaviour
 Setting Advertising Objectives

• The advertising objectives could be to:

• Inform and build awareness
• Create brand knowledge
• Reinforce positive attitudes about the brand
• Precipitate buying action
• Build an image
 Setting Advertising Objectives
• Increase sales
• It is important to note that increasing sales
cannot be the sole objective of advertising
• Advertising must be viewed as one of the
many factors influencing sales, the other
elements of the marketing mix like pricing,
distribution, packaging, timing of launch,
environmental factors etc.
 Setting Advertising Objectives
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
 Setting Advertising Objectives
Long term Objectives:
• Change habits
• Change attitude and beliefs
• Build a favourable image
• Educate the consumer
• Correct a well entrenched perception
 Setting Advertising Objectives

• 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

• Proposed by Russell H.Colley

• Denotes advertising goals as a specific
communication task and achievement level to
be accomplished with a specific audience in a
specific period of time
• Advertising has been assigned various
communication and sales objectives
 DAGMAR
• The four stages of commercial communication
suggested by Colley:
• Awareness – The prospect must be made aware of
the product
• Comprehension – The prospect must comprehend
what the product is and what it will do for him
• Conviction – The prospect must arrive at a mental
disposition or conviction to buy the product
• Action – Finally, the prospect must take action
 Awareness
• Awareness of the existence of a product or organization
is necessary before the purchase behavior can be
expected. Once the awareness has been created in the
target audience, it should not be neglected.
• If there is neglect, the audience may become distracted
by competing messages and the level of awareness of
focus product or organization will decline.
• 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.
 AWARENESS GRID
INVOLVEMENT

HIGH LOW

SUSTAIN CURRENT REFINE AWARENESS

LEVELS OF AWARENESS
AWARENESS

HIGH

BUILD AW3ARENESS CREATE ASSOCIATION

LOW QUICKLY ODF AWARENESS OF
PRODUCT WITH PRODUCT
CLASS NEED
 In situations where:
• Buyer experiences high involvement:
• Is fully aware of a product’s existence, attention and awareness
levels need only be sustained and efforts need to be applied to other
communication tasks.
• Sales promotion and personal selling are more effective at
informing, persuading and provoking consumption of a new car
once advertising has created the necessary levels of awareness.
• The LG GOLDEN EYE ads that are repeatedly shown in spite of
high awareness to ensure top of mind awareness and retain the
existing awareness levels.
• Where low levels of awareness are found, getting attention needs to
be the prime objective in order that awareness can be developed
among the target audience.
• Buyer experiences low involvement:
• If buyers have sufficient level of awareness, they will be quickly
prompted into purchase with little assistance of the other elements of
the mix. Recognition and brand image may be felt by some to be
sufficient triggers to stimulate a response. The requirement in such a
situation would be to refine and strengthen the level of awareness so
that it provokes interest and stimulates greater involvement during
recall or recognition.
• Parle G ad that talks about it being the largest seller “ Duniya ka
sabse Zyada bikne waala biscuit”. Parle G as a brand already
enjoys high levels of awareness and requires low involvement
decision, thus communication is mainly intended to refine
awareness.
• If buyers have low level of awareness, the prime objective has to be
to create awareness of the focus product in association with the
product class.
• When coils were popular in use and then the different repellants
entered the market, awareness had to be created about their benefits
and use.
 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.
• In attempting to persuade people to try a different
brand of water, it may be necessary to compare the
product with other mineral water products and provide
an additional usage benefit, such as environmental
claims. The ad of Ganga mineral water, featuring
Govinda, which banked on the purity aspect. They
related the purity of the water with that of river Ganga.
 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.
• Many ads like Thumbs Up featured the reward of social
acceptance as ‘grown up’. It almost hinted that those
who preferred other drinks were kids.
 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.
• For high involvement decisions, the most effective tool in
the communication mix at this stage in the hierarchy is
personal selling. Through the use of interpersonal skills,
buyers are more likely to want to buy a product than if
personal prompting is absent.
 Characteristics of Objective
• A major contribution of DAGMAR was Colley’s
specification of what constitutes a good objective. Four
requirements or characteristics of good objectives were
noted
• Concrete and measurable—the communications task or
objective should be a precise statement of what appeal or
message the advertiser wants to communicate to the target
audience. Furthermore the specification should include a
description of the measurement procedure
• Target audience –a key tenet to DAGMAR is that the
target audience be well defined. For example –if the goal
was to increase awareness, it is essential to know the target
audience precisely. The benchmark measure cannot be
developed without a specification of the target segment
• Benchmark and degree of change sought—another important part of
setting objectives is having benchmark measures to determine where the
target audience stands at the beginning of the campaign with respect to
various communication response variables such as awareness, knowledge,
attitudes, image, etc. The objectives should also specify how much change
or movement is being sought such as increase in awareness levels, creation
of favorable attitudes or number of consumers intending to purchase the
brand, etc. a benchmark is also a prerequisite to the ultimate measurement
of results, an essential part of any planning program and DAGMAR in
particular.
• Specified time period—a final characteristic of good objectives is the
specification of the time period during which the objective is to be
accomplished, e.g. 6months, 1 year etc. With a time period specified a
survey to generate a set if measures can be planned and anticipated.
• Written Goal – finally goals should be committed to paper. When the
goals are clearly written, basic shortcomings and misunderstandings
become exposed and it becomes easy to determine whether the goal
contains the crucial aspects of the DAGMAR approach.
 DAGMAR-The 6 M approach
• Merchandise – is the product to be advertised.
The ad campaign includes the positive attribute
of their merchandise and/or negative aspects of
the competitor’s merchandise
• Market – includes both the present as well as
potential customers of the product advertised.
Different ad campaigns are designed for
different segments of the market
• Motives – are utilised for advertising purposes
and are also changed depending on the
consumer behaviour. And, the approaches to
deal with the consumers in the right way are
evaluated for effective advertising results
• Messages – Alternative messages are
developed to appeal to consumers and the best
message is utilised for the advertising
communication process
• Media – A thorough knowledge about the
different media, their cost, benefits and
disadvantages is gathered keeping in mind the
product type
• Measurement – are framed to provide real
guidelines for comparison of results with
advertising efforts
 Factors that affect the setting of the
advertising objectives are:
• Marketing Objective
• Marketing Strategy
• PLC
• Competition
• Financial Resources