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A DV ERT IS I N G
OBJECTIVES
Things to do before setting
objective??????
• Product
• Price
• place
2. Objective process :
Marketing
Situation analysis Company needs
objectives
Advertising objectives
Purpose and benefit of setting
objective advertisement…………
Functions of Advertising Objectives
$ ALE$
$ALE $
Product
Product
Promotion
Promotion Competition
Competition Quality
Quality
The
The
Distribution
Distribution Technology
Technology Price
Price Policy
Policy Economy
Economy
Long-Term Impact of Advertising
New customers
Change Attitude
Improve image
Operational Objectives of Advertising
3. What is the process that will lead to the desired behavior and what role
can advertising play in the process?
Segment N Segment O
Those not buying Those buying
product class Other brands exclusively
Segment E
Existing Customers
Use of these segment in setting
objective ,,,,,,,,,,,
To increase size of E
To attract O to get them to try our brand
To attract people from N
To increase brand loyalty
To reduce flow from E to O
To increase consumer promotions viz., premium
To increase usage of existing customers
Intervening and Behavioral Variables
Define
Advertising
Goals for
Measuring
Advertising
Results
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DAGMAR Difficulties
Legitimate
Legitimate Problems
Problems
Attitude
Attitude -- Behavior
Behavior Response
Response Hierarchy
Hierarchy
Relationship
Relationship Problems
Problems
Questionable
Questionable Objections
Objections
Sales
Sales Objectives
Objectives Costly
Costly and
and Inhibits
Inhibits Creativity
Creativity
Needed
Needed Impractical
Impractical
Unaware
Aware
Attitude
Action
Noise in the System: Many causal factors other than advertising that
determines sales.
Inhibiting the Great Idea: The “great creative idea” is a dream or hope of
many advertisers.
Advertisement
Motivation to Process No
Information
Peripheral Cue
Yes Present
Ability to Process
Information No Yes
Yes
Peripheral Route
Central Route to
to Attitude
Attitude Change
Change