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
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
-- 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
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
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.
Life Cycle Approach Advertising effectiveness varies according to the different stages of
product life cycle.
and Selective Demand Theory According to this approach the advertising objective is categorized into
two ways Informative
Advertising and Persuasive Advertising.
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.
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.
Tags : MARKETING MANAGEMENT - PROMOTION DECISION
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