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Advertising Objectives & 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-

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264 views11 pages

Advertising Objectives & 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

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
[Link] as
[Link]
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

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