Scribd
Upload
248 views11 pages

Advertising Objectives and Budgeting

Module 3 Advertising objectives and budgeting Communication Objective DAGMAR Approach for setting Advertising Objectives Defining Advertising Goals for Measured Advertising Results ‡ Emphasizes on communication task ‡ Used for setting advertising goals and objectives ‡ Based on hierarchical model of communication Stages of commercial communication ‡ Awareness: Make the consumer aware of the existence of the Brand- I Know it ‡ Interest: Understanding what a product will do to the customer-

Uploaded by

wintoday01
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
248 views11 pages

Advertising Objectives and Budgeting

Module 3 Advertising objectives and budgeting Communication Objective DAGMAR Approach for setting Advertising Objectives Defining Advertising Goals for Measured Advertising Results ‡ Emphasizes on communication task ‡ Used for setting advertising goals and objectives ‡ Based on hierarchical model of communication Stages of commercial communication ‡ Awareness: Make the consumer aware of the existence of the Brand- I Know it ‡ Interest: Understanding what a product will do to the customer-

Uploaded by

wintoday01
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 11

Module 3

Advertising objectives and


budgeting
Communication Objective
DAGMAR Approach for setting Advertising
Objectives
Defining Advertising Goals for Measured
Advertising Results
• Emphasizes on communication task
• Used for setting advertising goals and
objectives
• Based on hierarchical model of
communication
Stages of commercial communication

• Awareness: Make the consumer aware of the


existence of the Brand- “I Know it”
• Interest: Understanding what a product will do
to the customer- “I know what need it satisfy”
• Desire: Develop the consumer liking to like the
product – “I have purchased it”
• Action: Get the customer to purchase the
product- “I have purchased it”
DAGMAR- measurable objectives
• Specify the target audience
• Indicate the bench mark
• Mention the degree of changes sort
• Specify the time period to accomplish the
objective
• Indicate the measurement procedure
DAGMAR- Criticism
• Problem with response hierarchy
• Sales objectives
• Practicality and cost
• Inhibition of creativity
Defining Advertising Goals
• 7 M Approach for defining goals
– Merchandise
– Markets
– Motives
– Messages
– Media
– Measurement
– money
Advertising Objectives
• Used as a basis for decision making
• Objectives are broader, goals are specific in
nature
• Advertising objective should form broader
form of company objectives
• Lagged effect
Advertising Objectives
1. Increase customers
2. Increase total demand
3. Attracting non users
4. Prevent switching
5. Generate interest in a product which has reached
maturity
6. Approach former users
7. Wooing customer’s brand
8. Increasing the usage rate
9. Communication
10.Positioning as
11.Repositioning
Promotional budget an approach to
budgeting

• Top down Approach


1. Affordable method
2. Arbitrary allocation
3. Percentage of sales
4. Competitive parity method
5. ROI
• Bottom – up Approach
1. Objective and task method
Thank You

You might also like