Advertising Objectives with reference to DAGMAR

Presented by: Pallavi Jagtap (1112) Rananjay Jaiswal (1114) Ameya Vartak (1157) Bhavna Bhanushali (1163)

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Advertising
 Advertising was originated from Latin term

“advertire” which means “to turn to”  Definition: The American Marketing Association has defined Advertising as “any paid form of nonpersonal presentation and promotion of goods, services or ideas by an identified sponsor.”
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The Functions of Advertising
 To inform

 To persuade
 To sell

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Objectives of Advertising
 There are two types of Advertising Objectives I. General Objectives II. Specific Objectives

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I. General Objectives
 Stimulating Demand

 Increase Profits

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II. Specific Objectives
 Preparing ground for new product

 Facing competition
 Informing the changes to the consumers  Barring new entrants  Creating or enhancing goodwill  To assist salesmen

 Expanding the market to new buyers
 Reminding customers
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Types of Advertising
 Informative advertising

 Persuasive advertising
 Reminder advertising  Comparison advertising  Reinforcement advertising

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Classification of Advertising
 Primary Demand Advertising

 Product or Institutional Advertising
 Co-operative Advertising  Commercial Advertising  Non-Commercial Advertising  Direct Action Advertising

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Setting Advertisement Objective
 „Advertising objectives are simply statements

describing what is to be accomplished by advertising to capitalise on opportunities and/or overcome problems facing the advertiser during the planning period.‟ (Murphy and Cunningham, 1993)  It is of Two Types :
 Short Term Objective  Long Term Objective

Short Term Objective
 Build awareness

 Promote new uses for a product
 Extend the selling season  Motivate Dealers  Stimulate primary demand for a product type  Establish image setting Advertising

Objectives

Long Term Objective
 Change habits

 Change attitude and beliefs
 Build a favourable image  Educate the consumer  Correct a well entrenched perception Setting

Advertising Objectives

DAGMAR
 Advertising objective is to carry a consumer

through four levels of understanding :1. From unawareness to awareness consumer must be aware of product or company 2. Comprehension - what the product is and its benefits 3. Conviction - mental conviction to buy the product 4. Finally buy the product

Dagmar Model

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Awareness
 It is necessary to make the target audience

aware with the product or company before purchase behaviour expected  The initial communication task - to increase the consumer awareness of the product or offer

Comprehension
 This step involves the target audience to

learn something about product, organisation, or offer. Here communication task of advertising activity is to make consumer learn about product - product characteristics, benefits, or uses.

Attitude and conviction
 At this step 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.  Communication task - to mould the audience‟s beliefs about the product through messages that demonstrate the product‟s superiority over a rival or by talking about the rewards as a result of using the product

Action
 Finally, communication must encourage

buyer to engage in purchase activity.

Other Aspect of DAGMAR
 Measurement procedure

 Benchmark
 Target Audience  Time period  Written Goals

e.g. Increase awareness of our store from the
current level of 20% to 30% among the owner of product X before the launch of product Y which is expected within the next 6 months.
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List of Advertising Objectives
 Awareness

 Reminder
 Changing attitudes, perceptions and beliefs  Reinforcing attitudes  Product line building  Relating product to consumer needs

 Image

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Thank You
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