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MARKETING MANAGEMENT - PROMOTION DECISION

VARIOUS APPROACHES FOR SETTING ADVERTISING OBJECTIVES - Developing Advertising Programme

   Posted On :  19.06.2018 06:20 am

This is the most popular method of setting advertising goals and was proposed by Russel M. Colley. DAGMAR stands for - Defining advertising Goals for Measured Advertising Results.

VARIOUS APPROACHES FOR SETTING ADVERTISING OBJECTIVES
 

(I) DAGMAR Approach

 
This is the most popular method of setting advertising goals and was proposed by Russel M. Colley. DAGMAR stands for - Defining advertising Goals for Measured Advertising Results.
 
Colley outlined this method for turning advertising objectives into specific measurable goals. He lists 52 possible advertising objectives under the same approach. The theory is based on the following: “ The consumer passes through a hierarchy of stages between the time when the first ideas about the product comes to his mind and when he actually buys it” For example, an advertisement of a Generator should highlight fuel efficiency, easy start, after –sales service and ready availability of spares.
 
--   Initially it would inform us and we shall become aware of such a product. Then through product endorsement and trial we shall develop a favourable attitude and ultimately, we shall buy the product.
 
--  To set advertising objectives, we shall need to identify the stage in which the product is available and then we can set the objective.
 
 
Example :
 
 
A detergent manufacturing company wanted to position its product as the most powerful cloth cleaner and as a low cost detergent.

--   They worked out a campaign targeted to 3 crore households who own automatic washers.
 
--   Prior to the campaign release, they did an attitude survey on brand perception. After the campaign was over, they repeated the attitude survey.
 
The questions were focused on three areas:
 
 
(i)                 Which brand is the most effective in removing the spots ?
 
(ii)               Which brand will you buy when you go to the market next ?
 


Specific advertising objectives could have been :
 
Increase awareness from 38 per cent to 52 per cent
 
Top image ranking to 24 per cent than 9 per cent
 
Increase preference to 21 per cent.
 
 

(ii) Product Life Cycle Approach

 
 
Advertising effectiveness varies according to the different stages of product life cycle.
 

(iii) Primary and Selective Demand Theory

 
 
According to this approach the advertising objective is categorized into two ways
 
Informative Advertising and Persuasive Advertising.
 
 

(a) Informative Advertising.

 
 
This advertising is important when the product is in the pioneering stage and the objective is to build Primary demand. Primary demand is sought to be created especially by concept selling for a category of products. Some particular conditions are required necessarily to advertise for creating a primary demand. The existence of a strong and basic consumer need is the most important prerequisite as advertising cannot create demand for a new product. It can only stimulate an existing demand. There must be strong buying motives in existence. Besides this, social trends, design, price, etc. also play a crucial rate at this stage.
 
For example, the manufacturer of “VIM” initially had to inform potential consumers of VIM Bar’s economic benefits and many other advantages.
 

(b) Persuasive Advertising

 
 
This becomes important in the competitive stage, where a company’s objective is to build selective demand for a particular brand. Most advertising falls in this category. Persuasive advertising is undertaken when a strong primary demand is in existence. The product should be distinctive, its benefits should be visible and also a strong brand consciousness must be generated.
 
A good example of persuasive advertisement is that of Philips. To promote its products especially CTVs, it employed Chennai based ad agency Anugrah Madison. The agency created a spcial campign “Engaveetu superstar” for the Tamil Nadu market and “maa inti mega star” for Andhra Pradesh Market. IN Tamil Nadu Rajani Kant is referred to as superstar and in A.P. Chiranjeevi is known as Meg Star. This was followed by road shows and contests for children.

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