ADVERTISING MANAGEMENT

MODULE 4
DAGMAR

BBA 5TH TRIMESTER

 Value of Objectives
Focus and Coordination
 They help to orient everyone involved toward
one, common goal.
Plans and Decisions
 They serve as criteria for developing plans
and making decisions.
Measurement and Control
 They provide the standards and benchmarks
for evaluating results.
Objectives
Sales Objectives
Communications Objectives
Sales Objectives
Specific, measurable outcomes within a given time
period.
Ex. sales volume, market share, profits, or ROI.
A good sales objective is quantifiable, realistic and
attainable. In addition, it also delineates the target
market and time frame.
Problems with Sales Objectives
Too many factors influence sales.
Carryover effect: for mature, frequently purchases,
low-priced products, advertising effect on sales lasts
up to 9 months.
Offer little guidance to the managers.
Induce the managers to take a short-term
perspective.
Many Factors Influence Sales

Promotion
Product Quality Competition

Technology SALES Distribution

The Economy Price Policy

Appropriate Situations for S.O.
Induce an immediate behavioral response
Direct-response advertising
Retail advertising, ex. 新光三越, 家樂福.
Advertising plays a dominant role in a firm’s
marketing program and other factors are relatively
stable. Ex. packaged goods.
Communications Objectives
Designed to achieve such communications as brand
knowledge and interests, favorable attitudes and
images, and purchase intentions.
Related behavioral Movement Types of promotions and
dimensions toward purchase advertising at each step
Conative Point of purchase
Purchase Retail store ads, Deals
Realm of motives. “Last-chance” offers
Ads stimulate or Price appeals, Testimonials
direct desires. Conviction

Affective Preference Competitive ads

Realm of emotions. Argumentative copy
Ads change attitudes “Image” copy
Liking Status, glamour appeals
and feelings

Cognitive Knowledge Announcements

Descriptive copy
Realm of thoughts. Classified ads
Ads provide Slogans, jingles, skywriting
information and Awareness Teaser campaigns
facts.
 90% Awareness
Co
gn

70% Knowledge
i
tiv
e

40% Liking
Af
fe

25% Preference
ct
iv
e

20% Trial
Co

5% Use
na
tiv
e
Setting Objectives Using the
Communications Effects Pyramid
Product: Backstage Shampoo
Time period: Six months
Objective 1: 90% awareness
Objective 2: 70% interest
Objective 3: 40% positive feelings and 25%
preference
Objective 4: 20% trial
Objective 5: 5% main regular use
The DAGMAR Approach
Define
Advertising
Goals for
Measuring
Advertising
Results
Communication Tasks
Four stages
Awareness
Comprehension
Conviction
Action
Characteristics of Objectives
Good Objectives Should Include:

 Concrete, Measurable Communication Tasks

 Well-Defined Target Audience
 Have an Existing Benchmark Measure
 Specify Degree of Change Sought
 Specific Time Period
DAGMAR Difficulties
Legitimate Problems
 Response Hierarchy Problems
 Doesn't always define the
process people use to reach
purchase/use.
 Attitude - Behavior
Relationship
 Attitude change doesn't always
lead to change in actions or
behavior.
Questionable Objections
 Sales Objectives Are
Needed
 Sales are all that really counts,
not communications
objectives.
 Costly and Impractical
 The research and efforts cost
more then the results are
worth.
 Inhibition of Creativity
 Too many rules and structure
curb genius.