Milan Patel V.M.P.C.M.

S GANPAT UNIVERSITY

ADVERTISING OBJECTIVES

Amongst activities we perform while advertising , the most challenging is that of determining what the advertising must do. It is fashionable to express vague (unclear) goals like our advertising will create a favorable impression of our product. To set meaningful goals, we must understand what advertising can do and cannot do. Mostly advertising is expected to improve sales but the effect of advertising on sales are not measurable precisely.

Cont
other factors simultaneously influence sales. Sales objectives are therefore, treated as marketing objectives. Sales objectives are relevant in the context of advertising only when 1. Advertising is the only variable in the marketing equation. 2. Advertising is suppose to generate an instant response . In practice, it is difficult to come across a case where these
Many

Communication objectives
As

sales objectives cannot reasonably be assigned in most cases, we express advertising objectives in terms of communication goals. Most advertising seeks to inform, convince or remind its desired audience over a period of time about the organization and its offering.

Cont..
1.

2.

3.

4.

Some communication objectives could be: Communicate the existence and availability of product to a particular percentage of target audience in specified time period. Inform a particular percentage of aware individuals about special features of the product. Convince a particular percentage of informed people that the product has quality , reliability, and ease of operation. Motivate a few of these to approach a dealer to buy it.

DAGMAR Approach

1. 2. 3.

DAGMAR- Defining Goals for measured Advertising Results. It is felt that the task of measuring ad effectiveness will not be daunting (discouraging) if we clearly spell out the advertising goals. The goals may affect to sales , image , attitude , and awareness. Some of the goals are: convince a prospect to visit a show room and ask for demonstration. Build up the morale of the companys sales force. Facilitate sales by correcting false impression, misinformation and other obstacles.

Cont
3. Announce a special reason for buying now( price, discount, premium and so on) 4. Make the brand identity known and easily recognizable. According to DAGMAR approach, the communication task of the brand is to gain (a) awareness, (b) comprehension conviction (d) image and (e) action. Thus DAGMAR treats an advertising goal as communication task, to be achieved among a defined audience in given period of time. Advertising goals should be consistent with these communication task. For example , a company setting a goal of 15% increase in sales advertises and achieves this objective. Its ad then is successful and effective.

Advertising strategy

Advertising strategy describes how to achieve communication objectives. Advertising strategy has two components(1) creative strategy that describes what we are going to say (content) and how we are going to say it (style), and (2) media strategy which describes in which media and what time the message will be put across. Advertising strategy basically is a bend of the advertising message and communications media.

Cont..
Advertising message spell out what the company plans to say, and how it plans to say it. It is a combination of the copy and visual and production elements. We can combine these elements in wide variety of ways called creative execution. Large companies start their plans at the top and come downwards. It is called top down planning. Small companies , however adopt what is known as bottom up planning.

Cont..
1) 2) 3)

4)

An effective message seek to answer the following questions: What are our business goals? What kind of people do we now sell to ? What kind of people should we sell to? How do these people think , feel, and believe our product , our organization and our competition? What do we want these people to think, feel and do? While developing the message , we

Advertising campaign
An advertising campaign is an organized series of advertising message with identical or similar message over a period of time. It is an orderly planned effort consisting of related but self contained and independent advertisements. Though the campaign is conveyed through different media, it has a singletheme and unified approach. In broad sense , a campaign is

Cont

HOW LONG SHOULD BE A CAMPAIGN

Campaigns are of varied length- say a seasonal campaign of cough syrup or vicks vaporub or woolen garments or it may last the whole year. There are several advertisers who keep a campaign running without any change for two or even for three years. All of you familiar with the Lux soap campaign where it is promoted as a beauty soap of cinema star. The factors which affect the duration of campaign are the type of product offered, the nature of advertisers marketing programme, seasonality sales etc.

Campaign planning

Campaign planning is broader than mere creation of individual advertisements. The basis of any campaign is the consumer behavior and the market profile. Campaigns are governed by the following parameters: The total advertising budget The media availability The product and consumer profile The campaign duration and its timing The distribution channels.

Cont...
1. 2. 3.

Following point need to be kept in mind while planning and advertising campaign Indentify the problem: The budget: how much is client prepared to spend on the campaign ? Pre testing: consumer and product research to find out the habits of consumers, their needs, values , living standards, their present reactions to the product and how it is advertised.

Cont..
Target audience: children's? Teenagers? Upper-class housewives? Working women? Middle class house holds? 5. Media selection: which is the most effective media for talking about the product or service? 6. The language: Hindi and local languages are more understood then English. 7. Timing and duration: choose appropriate season for launching new product.
4.

Three phases of campaign creation

There are three phases involved in creation of campaign 1. Strategy Development phase: this phase decides the objectives and contents of communication. It analyses the research data and decide positioning of brand. There are the brain storming session. the ideas are thrown up by the team. these ideas ultimately make up the strategy. Right strategy and creative campaign is a winning combination. If you want to catch the consumer, you have to think like consumer.

Cont..
2. The briefing phase: as a matter of fact , the client has to brief the agency about strategy . However most of the time this dose not happen. the agency is supposed to brief itself. The strategy should be communicated with clarity. Proper briefing is going half way as far as creativity is concerned. Bad brief to the creative team results into bad work. success or failure of the advertisement is largely dictated by the brief.