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    Special Study in Marketing: Presented To: Prof.G.M.Subba Rao

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    Asad khan
    The document discusses the DAGMAR approach to defining advertising goals for measured advertising results. DAGMAR emphasizes specifying a communication task to be accomplished among a defined audience within a given time period, rather than focusing on a firm's marketing objectives. It provides a hierarchy of effects model showing the stages consumers progress through when exposed to advertising, from unawareness to action. DAGMAR aims to provide guidance for planning, creative work, and incorporating behavioral science by specifying measurement procedures, benchmarks, target audiences, and written goals.

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    Special Study in Marketing: Presented To: Prof.G.M.Subba Rao

    Uploaded by

    Asad khan
    51 views13 pages
    The document discusses the DAGMAR approach to defining advertising goals for measured advertising results. DAGMAR emphasizes specifying a communication task to be accomplished among a defined audience within a given time period, rather than focusing on a firm's marketing objectives. It provides a hierarchy of effects model showing the stages consumers progress through when exposed to advertising, from unawareness to action. DAGMAR aims to provide guidance for planning, creative work, and incorporating behavioral science by specifying measurement procedures, benchmarks, target audiences, and written goals.

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    The document discusses the DAGMAR approach to defining advertising goals for measured advertising results. DAGMAR emphasizes specifying a communication task to be accomplished among a defined audience within a given time period, rather than focusing on a firm's marketing objectives. It provides a hierarchy of effects model showing the stages consumers progress through when exposed to advertising, from unawareness to action. DAGMAR aims to provide guidance for planning, creative work, and incorporating behavioral science by specifying measurement procedures, benchmarks, target audiences, and written goals.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    51 views13 pages

    Special Study in Marketing: Presented To: Prof.G.M.Subba Rao

    Uploaded by

    Asad khan
    The document discusses the DAGMAR approach to defining advertising goals for measured advertising results. DAGMAR emphasizes specifying a communication task to be accomplished among a defined audience within a given time period, rather than focusing on a firm's marketing objectives. It provides a hierarchy of effects model showing the stages consumers progress through when exposed to advertising, from unawareness to action. DAGMAR aims to provide guidance for planning, creative work, and incorporating behavioral science by specifying measurement procedures, benchmarks, target audiences, and written goals.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 13

    SPECIAL STUDY IN

    MARKETING

    PRESENTED TO:
    Prof.G.M.Subba Rao
    DAGMAR
    Defining advertising goals for measured advertising results

    The DAGMAR approach can be summarized in its


    succinct statement “defining an advertising goal”. An
    advertising goal is a specific communication task to be
    accomplished among a defined audience, in a given period of
    time.
    The DAGMAR approach emphasizes the communication
    task of advertising not the marketing objectives of the firm.
    The second important concept of the DAGMAR approach is that
    the advertising goal be specified.
    A Hierarchy of Effects Model of the Communications Process

    Unaware

    Aware

    Comprehension and Image

    Attitude

    Actions
    Contributions of DAGMAR

     Provides a planning tool

     Guidance to the creative groups

     Provides a mechanism to incorporate behavioural


    science theory
    DAGMAR- A Specific Task

     Measurement Procedure

     Benchmark

     Target Audience

     Time Period

     Written Goals
    Limitations or Challenges to DAGMAR Approach

     Sales goal

     Practicability

     Measurement problems

     Noise in the system

     Inhibiting the great idea

     Hierarchy Model of Communication Effect


    6 M’s for Implementing DAGMAR

     Merchandise

     Market

     Media

     Motive

     Message

     Measurement
    RESPONSE HIERARCHY MODELS

     AIDA Model

     Hierarchy of effects model

     Innovation-Adoption model

     Information processing model


    AIDA Model

    Attention

    Interest

    Desire

    Action
    HIERARCHY OF EFFECTS MODEL (AKLPCP)

    Awareness

    Knowledge

    Liking

    Preference

    Conviction

    Purchase
    INNOVATION – ADOPTION MODEL
    Awareness

    Interest

    Evaluation

    Trial

    Adoption
    INFORMATION PROCESSING MODEL (PERSUASION MATRIX)

    Presentation

    Attention

    Comprehension

    Yielding

    Retention

    Behaviour
    Advertising objectives in terms of Communication Effect.

    5%
    Repurchase/
    Regular Use

    20% Trial

    25% Preference

    40% Liking

    70% Knowledge/ Comprehension

    90% Awareness

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