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ADVERTISING
MANAGEMENT

DAGMAR
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PRODUCT – MARKET ANALYSIS

Overview

Whether you are starting a new business or launching a

new product, conducting a marketing analysis is the first step.
Knowing the market's needs and how it is currently serviced
provides you with key information that is essential in developing
your product/service and marketing plan.

Although the quality of the product is critical, the company who

wins the marketing game generally will capture the larger share
of the market.

It is critical to identify your target markets/ segments

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PRODUCT – MARKET ANALYSIS

Conducting a market analysis will help firms

to:

1.Prepare to enter a new market

2.Launch a new product/service

3.Start a new business

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PRODUCT – MARKET ANALYSIS

The goal of a market analysis is to determine the

attractiveness of a market and to understand its evolving
opportunities and threats

The following dimensions of a market analysis may be useful :

1. Market size and future prospects
2. Market growth rate and profitability
3. Industry cost structures
4. Distribution channels
5. Market trends
6. Key/ Critical success factors
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SELLING/ ADVERTISING OBJECTIVES

In the matter of advertising objectives 2 distinct

schools of thought emerge:

The Sales School

1.

The Communication School

2.
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SALES SCHOOL
Many managers view sales as the only
meaningful objective for promotional plans.
Their view is that the only reason an organization
spends money on promotion is to sell its products
or service.

Sales turnover is the first and most obvious

measure

In the consumer markets and the FMCG sector,

market share movement is more sensitive
barometer of performance.
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COMMUNICATION SCHOOL
The aim of a communication campaign is to
enhance the image or reputation of an
organization or product.

Consequently, promotional efforts are seen as

communication tasks, such as the creation of
awareness or positive attitudes towards the
organization or product.

Thus the communication objectives basically seek

to move people to action and induce them to
purchase the products.
 COMMUNICATION SCHOOL: 8

Cognitive: INFLUENCE
This stage basically involves
communication that deals with cognition or
knowledge. It deals with creating knowledge,
perception, ideas and awareness
Affective: This stage deals with the emotions or
the affections.
Conative/ behaviour:. In this case the person on
the basis of his preference or dislike for the
product would either purchase it or reject the
product.
e.g. A person wants to buy a TV set, he may after
having understood his desire, collect different
types of information and after having being
convinced -finally make the purchase.
 COMMUNICATION SCHOOL: 9

INFLUENCE
E.g. A person wants to buy a TV set, he collects
different types of information and after being
convinced - make the purchase.

Consumers develop relationships with their brands

and products, which sustains the notion that a
series of stages occur between the point of
awareness and the point of product
purchase.

Effective advertising should sell, but should

also communicate with the consumer on an
emotional level.
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ADVERTISING CAMPAIGN
An advertising campaign is a series of messages that
share a single idea and theme which make up an
Integrated marketing Communication (IMC). Advertising
campaigns appear in different media across a specific
time frame.

The critical part of making an advertising campaign is

determining a champion theme.

The campaign theme is the central message that will be

communicated in the promotional activities. The
campaign themes are usually developed with the
intention of being used for a substantial period.
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ADVERTISING CAMPAIGN
Coordinated series of linked advertisements
(broadcast usually through several media
channels) that may last from a few weeks and
months to years.

1.Focus on a common theme

2.Are directed at a particular segment of
the population and
3.Are aimed at achieving a specific
objective (such as awareness or
market share).
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ADVERTISING CAMPAIGN
An advertising campaign is a specific course of action
designed to advertise a company, cause, or product that
employs coordinated series of marketing tools in order
to reach the target audience.

The end purpose of any ad campaign is to boost

awareness and generate demand. The structure of
the advertising campaign will often depend on the nature
of the product or cause and the target audience.

Both print and electronic media are often used to

generate attention and enthusiasm for the subject of the
campaign. In the modern era electronic media refers to
television and radio broadcasts, and includes online
banner ads, text messaging, and email advertisements.
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ADVERTISING CAMPAIGN
PRINT MEDIA: Advertisements placed in newspapers and
magazines are a time-honored method of reaching the
target audience.

In order to ensure that the desired consumers are

reached, the print advertisements will often appear in
print media that is geared toward those consumers.

ELECTRONIC MEDIA: Television and radio commercials

remain a viable means of attracting the attention of
buyers and creating demand for various products and
services.

CREATE AN IMPRESSION AND ENTICE POTENTIAL

CONSUMERS
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ADVERTISING CAMPAIGN
Many companies design advertising campaigns to current
clients that rely on NEWER tools as text messaging or
email advertising.

For example, a telephone SERVICE PROVIDER may notify

existing customers of upcoming specials on bundled
services by sending a text message to the client’s cell
phone. As an alternative, the service provider may notify
the customer of upcoming sales or new products and
services via email.

REAL ESTATE FIRMS/ HEALTH CARE PRODUCTS:

COMMUNICATE VIA E-MAIL AND SMS ALERTS ON
NEW UPCOMING PROJECTS, ADDITIONAL SERVICES/
PRODUCT HIGHLIGHTS
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PROCESS
Effective campaigning means using the minimum amount of
effort to achieve the maximum impact. Planning is
critical to making your campaign focused and effective.

External factors play a significant role in campaigns. Try to

predict how the external environment or the area you are
working in might change.

Resources: Can be organised in many different ways and

the people you are seeking to change can be influenced in
many different ways.

Your campaign may not succeed or have the impact you

desire if you haven’t given sufficient thought to planning
 CAMPAIGN PLANNING 16

PROCESS
Four critical stages of good
campaigning are:
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CAMPAIGN CYCLE
Campaigns are viewed cyclically. Campaign
planning is better understood using the
Campaign Cycle concept
 CAMPAIGN PLANS: CRITICAL 18

COMPONENTS
Hypotheses - what are you testing?
Objectives - what are you hoping to achieve? Make sure
objectives are SMART
Target audience - who are you targeting? Try to be as specific
as possible.
Message - what's your offer and why would the customer take
it up?
Response - how do you want people to respond? Are you
pointing them to a specific website or phone number? Are you
including a reply paid envelope?
Budget - what is the overall budget for this campaign and what
response do you need to achieve for a positive ROI?
Timings - when is the campaign going to launch and when will
the offer end?
Measurement - how are you going to measure the success of
the campaign? Measures could include direct responses (ie:
phone calls, website visits) as well as more sophisticated
measures such as ROI.
 ADVERTISING PLAN: KEY 19

COMPONENTS

The components of Advertising Plan are :

1.Identifying target Audience/ Segment

2.Setting up Advertising Objectives

3.Finalize Advertising Budget

4.Create Message Strategy

5.Develop Media Strategy

6.Create Image and personality of products

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DAGMAR APPROACH

DAGMAR: Stands for Defining Advertising Goals

for Measuring Advertising Results. It is
basically an approach to advertising planning for
quantifying goals and using those goals to
measure performance.

An advertising objective involves a communication

task, intended to create awareness, impart
information, develop attitudes or induce
action.
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DAGMAR APPROACH
UNAWARE

AWARE

COMPREHENSION &
IMAGE Communication
Process under
DAGMAR MODEL

ATTITUDE

ACTION
 DAGMAR : COMMUNICATION 22

PROCESS
At some point of time, the individual will be
unaware of the product or offer in the market. The
initial communication task of the advertising
activity is to increase consumer awareness.

The second step of the communication process is

comprehension of the product or offer and involves
the target audience learning something about the
product or offer. In what way does it differ from
its competitors? Whom is it supposed to
benefit?
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PROCESS
The third step is the attitude (or conviction) step.
The action phase involves some move by the
buyer such as trying a brand for the first time,
visiting a showroom, or requesting
information.

The important concept of the approach is that the

advertising goal be specific. It should be a
written, measurable task involving a starting
point, a defined audience, and a fixed time
period.
 DAGMAR : MEASURABLE 24

OBJECTIVES
For a promotional campaign, there must be an
objective, which is measurable.

e.g. a YELLOW PAGE/ JUST DIAL advertisement,

the measurement could be the number of phone
calls received before and after the ad was
published or the number of referrals through
yellow pages.

The measurable objective must be written, clear &

unambiguous.
e.g. Increase awareness of our store by 10%
- not any vague statement
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DAGMAR : BENCHMARK CHANGE

The objectives/ GOALS should specify how much
change or movement is being sought such as
increase in awareness levels, creation of
favorable attitudes or number of consumers
intending to purchase the brand, etc.

A benchmark is also a prerequisite to the ultimate

measurement of results, an essential part of
any planning program and DAGMAR in particular.

e.g. Increase awareness of our store from

the current level of 20% to 30%
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AUDIENCE
Not everyone is going to buy your product. So,
CRUCIAL TO identify your target audience, to
whom you are going to aim your ad
campaign.

E.G. If you are selling premium cars. High value

consumer durables you should target customers
who have high net worth and are sophisticated.

The specific goal may be defined as follows:

e.g. Increase awareness of our store from
the current level of 20% to 30% among the
owners of product A
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DAGMAR : DEFINED TIME PERIOD

An advertising campaign CANNOT run for eternity.

There should be a fixed time period, six months or a
year, within which you should aim at attaining
certain goals. There should also be some time
allocated td to test the campaign, make
amendments, if required to the campaign.

E.G. Increase awareness of our store from the

current level of 20% to 30% among the owner
of product X within the next six months.
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DAGMAR : MEASURING RESULTS

AWARENESS:

Awareness of the existence of a product is

necessary before the purchase behavior can be
expected.

Awareness needs to be created, developed,

refined or sustained, according to the
characteristics of the market and particular situation
facing an organization at any point of time.
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DAGMAR : MEASURING RESULTS
AWARENESS – INVOLVEMENT Involvement
TRADE OFF High Low

Sustain current Refine

levels of awareness
HIGH
awareness

Awareness
Create
Build awareness association of
quickly. awareness of
LOW
product with
product class
need
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DAGMAR : MEASURING
Comprehension RESULTS
Awareness on its own may not be sufficient to stimulate a
purchase.
In attempting to persuade people to try a different
brand, it may be necessary to compare the product with
other products and provide an additional usage benefit,
such as cost reduction e.g. Pharma products,
Automobiles, Beverages, Telecom, etc

Conviction

Buyers are convinced that a particular product in the class

should be tried at the next opportunity. To do this, audience’s
beliefs about the product have to be moulded and this is often
done through messages that demonstrate the product’s
superiority over a rival
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DAGMAR : MEASURING RESULTS

Action

Communication must finally encourage buyers to

engage in purchase activity, and this really tests
the success of an advertisement campaign.

MEASURES: Use of toll free numbers, direct mail

activities and coupons.

E.g. Tupperware, Aqua Guard, are famous in Indian

cities as a result of its personal selling efforts.
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STRATEGY
Creative strategy:

The following are some things you would want to cover:

- How are we going to present the message? Through a
celebrity?
- A brand character?

- Any Musical touch to communicate emotion? If so, what

songs?
-HAMARA BAJAJ
-YMCA FOR RELIANCE 3G

-TIC TAC

-AIRCEL – conectivity everywhere

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MEDIA STRATEGY

Identify your target audience AND then find the

best media, at the best time, to reach them.

One will get the best return on advertising by

conveying action induced/ specific message in
front of people through appropriate media during
the decision making and buying cycle.
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BUDGET
ALLOCATION
Illustrative budgeting methods:
Task method of budgeting: Spend what it takes to
do the job Right
Annual allocation. Start with a base, and increase it
by x% yearly
Percent of sales: Aggressive marketers, especially
in consumer markets, can spend 10-15% of sales on
advertising
Business to business environment: 10% of sales
would be considered aggressive, on average.
Industry Benchmarks: Matching Competitors levels
The Response Process