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SETTING

A DV ERT IS I N G
OBJECTIVES
Things to do before setting
objective??????

1. To know the back bone of the advertisement or promotion:

• 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

1. To operate as communication and coordination devices


(copywriter - media buyer - research specialists)

2. To provide a criterion for decision making

3. To evaluate results (market share, brand awareness)


Many Different Factors Affect Sales

$ 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

Advertising Immediate Sales Future Sales

Change Attitude
Improve image
Operational Objectives of Advertising

How does one proceed?


1. Who is the target segment?

2. What is the ultimate behavior within that segment that advertising is


attempting to precipitate, reinforce, change or influence?

3. What is the process that will lead to the desired behavior and what role
can advertising play in the process?

4. Is it necessary to create awareness, communicate information about the


brand, create an image or attitude, build long-term brand equity and
associations, or associate feelings or a type of user personality with a brand?
Customer Types

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

Model Advertising Variable Intervening Variables Behavioral Variables


A Advertising Brand Awareness Trial Purchase

B Advertising Brand Awareness Loyalty

C Advertising Brand Awareness Knowledge of brand attributes Trial Purchase

D Advertising Knowledge of new application Increase usage

E Advertising Sales leads


F Advertising Knowledge about company Sales via personal selling
G Advertising Associate Brand with User Type Loyalty
H Advertising Brand Attitude Loyalty
I Advertising Associate Feelings and Brand Use Loyalty
J Advertising Brand Awareness Knowledge of Brand Attribute Trial Purchase
Brand Attributes
K Advertising Knowledge of Brand Attributes Trial Purchase
Brand Attitude
The DAGMAR Approach

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

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


A Communication Task

Unaware

Aware

Comprehension and Image

Attitude

Action

A Hierarchy of Effects Model of the Communication Process


A Specific Task

Measurement procedure: What appeal or image is to be communicated.

Benchmark: To know the starting conditions. To know whether the existing


image needs to be changed, reinforced, diffused or sharpened.

Target Audience: To know the target audience precisely.

Time Period: The objective should involve a particular time period.

Written Goals: Goals should be committed to paper.


Challenges to the DAGMAR Approach

Sales Goal: Only a sales measure is relevant.

Practicability: Implementation difficulties inherent in approach.


Measurement Problems: What should we really measure when we speak of
attitude, awareness, or brand comprehension?

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.

Hierarchy Model of Communication Effect: attacks the basic hierarchy model


which postulates a set of sequential steps of awareness, comprehension, and
attitude leading to action. Action can precede attitude and even comprehension
with an impulse purchase of a low-involvement product.
Elaboration Likelihood Model (ELM)

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

The ELM Model of Attitude Change

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