Question No.

03:

An advertiser’s job is to communicate to a defined audience, information and a frame of mind that
stimulates action. Advertising succeed or fail depending upon how well it communicates the desired
information and attitudes to the right people, at the right time and at the right place.

You are an advertiser, how can you achieve desired/targeted objectives using DAGMR approach given by
Russel H Colley. What do you think about this approach, is it beneficial for advertisers to get their
desired/targeted objectives? If yes, how and if not why?

Ans:

DAGMAR Approach:

The DAGMAR approach of advertising was devised by Mr Russell Colley who was much appreciated for his
work, as till date

DAGMAR is an abbreviation for “Defining advertising goals to measure advertising results.

It is beneficial for advertisers to get their desired/targeted objectives for advertiser in advertising of any
product objectives must be stated in specific and measurable communications task.

It must specify a target audience

It must set a standard or benchmark and specify the desired change against which results can be
measured.

It must specify the time period for achieving the objectives.

Awareness:
At this stage the targeted audience becomes aware about the brand or product.

Advertiser`s Objective- Make people aware about the product.

Comprehension:
At this stage the customers get the more information about the product and under stands the
benefits of using the product.

Advertiser`s Objective- Provide information about the product

Conviction:
At this stage a customer evaluate different products and plans to buy the product.

Advertiser`s Objective- Create a favorable mental disposition to buy the product.

Action:
This stage involves the actual purchases of the product y the customer.

Advertiser`s Objective- Motivate the customer to buy the product.

Yes THE DAGMAR APPROACH is beneficial for advertisers to get their desired/targeted objectives

OBJECTIVES OF DAGMAR APPROACH:

 Growth in market share.
 Improve sales turnover.
 Perform complete selling function.
 Advertise a special reason to buy.
 Remind people to buy.
 Create awareness about the product and brand existence.
 Create favorable emotional disposition towards the product.
 Impart information regarding benefits and distinctive features of the product.
 Establish brand recognition and acceptance.

EXAMPLE OF DAGMAR APPROACH:

Let’s suppose that an ABC company wants to evaluate the effectiveness of marketing campaign for its
latest product launched. The company starts evaluating the commercial that is designed to persuade
potential consumers through the four stages of the buying process:

1. In the AWARENESS stage, company ABC spreads awareness among the consumers about its new
product launched in the market.

2. In the COMPREHENSION stage, company ABC portrays to its consumers the features and distinctiveness
of the new product and reminds the consumers of the company ABC’s logo and brand name

3. In the CONVICTION stage, company ABC attaches the consumer emotionally to the new product so that
the consumer establishes an emotional preference for the company ABC’s brand.

4. In the ACTION stage, company ABC makes sales

Company ABC then evaluates the success of the marketing effort using DAGMAR. The company
measures that how fast the customer processed through the four stages of the purchase and how
many sales were generated. In cases where the customer is distracted and deviated from buying the
product, and the company doesn’t meet sales goals, the company needs to change its ad campaign.
Advertising is strongly associated with economic cycles across major world economies. The
DAGMAR method is a long established method of creating effective advertising. The idea behind
the method is to “communicate rather than sell.

Question No.01:

Critically Analyze the Given Two Case Studies and Explain the Strategies and Tools Used by the
Companies to Accelerate Sales and Brand Awareness as Well as Other Targeted Objectives. Give
suggestions or recommendations if you are not satisfied with strategies or tools used.

Ans:

Coca-Cola’s popularity had decreased among Millennials, so the brand developed a campaign to raise
awareness and increase sales and brand love. Since the “Share a Coke” campaign had been a global
success, the brand decided to adapt it for a younger audience. The campaign was further adapted as a
mobile campaign that would target Mexican teens and young adults.

STRATEGY:
They decided to adapt it for a younger audience. The campaign was further adapted as a
mobile campaign that would target Mexican teens and young adults.