Beruflich Dokumente
Kultur Dokumente
Course Instructor
Prof. M.M Phadnavis
Submitted by
Avni Agarwal(2014068)
Ayush Khandelwal (2014069)
Chinmay (2014333)
Bushra Zaidi(2014075)
Nihal Dalal (2014080)
INTRODUCTION
DAGMAR- Defining advertising goals and measuring advertising
results.
DAGMAR is an advertising model given by Russell Colley in the year 1961. In
this model measurable objectives of a campaign are set so that we can
determine the results of the objectives. When this theory was developed it
was basically based on the real goal of advertising which was to
communicate and not to sell specifically. This theory goes from being
unaware mode to the fully aware mode. This approach was basically used to
measure the aftermath of the advertising campaigns of any company.
STEPS INVOLVED1. Awareness The customer should be aware of the brand or the product which
exists in the market.
Awareness is not a one-time thing if it is created then it should
be developed, maintained, sustained in the minds of the people.
Awareness should be created for the target audience and hence
it should not be neglected.
Sometimes awareness can be spread by endorsing a brand
ambassador.
2. Comprehension Should educate customers how a brand is different from the
other brands.
Even we can tell that what the usages of the product are.
Awareness is merely a step in which the existence of a product is
known but educating the target audience is very necessary.
Product characteristics, usages and benefits are a part of
comprehension.
3. Attitude or Conviction In this step interest and preferences are created for the
customers.
This includes convincing the customers that they can buy the
product at the next opportunity.
Companies have to do something different maybe telling the
target audience how they have an edge over the competitors.
4. Action This is the most critical step which encourages buyers to buy or
use the product.
In India few brands mainly focuses on personal selling like Tupper
ware, aqua guard etc.
Few brands give discount coupons and many more things which
in return may increase the sale or may become a reason for the
sales.
The best way to engage the customer in buying a product is
direct selling.
Characteristics of Objectives
A major contribution of DAGMAR was Colleys specification of what
constitutes a good objective. Four requirements or characteristics of good
objectives are as follows:
Concrete and measurable the communications task or objective should
be a precise statement of what appeal or message the advertiser wants to
communicate to the target audience. Furthermore the specification should
include a description of the measurement procedure. The main reason to
have a clear objective is to guide the creative specialists who develop
advertising message.
For instance, Honda Amaze in one of their print advertisement showcased
the concrete task by depicting their key competencies such as
engine,interiors,sleek and sportive look. To make this objective measurable
they have also exhibited various awards won along the way in the same print
ad. `Thus , following the main feature of DAGMAR theory.
Target audience a key tenet to DAGMAR is that the target audience be
well defined. For example if the goal was to increase awareness, it is
essential to know the target audience precisely. The benchmark measure
cannot be developed without a specification of the target segment. There are
five key points which help us to understand our target audience:
Advantages
It defines advertising goals and measures their results.
Easy to understand and implement.
Makes it easier for a business to construct a successful advertisement.
Helps identify areas where a firm is more competent than competitors.
Disadvantages
It is rare for a single advert to have the power to move customers from
complete unawareness to action.
Assumes that all consumers react in the same way to advertising
Many factors are vulnerable to change, so information may not be
useful for long periods
Can be time consuming to conduct.
Applications of DAGMAR
The DAGMAR approach to setting objectives has had a considerable influence
on the advertising planning process. Many promotional planners use this
model as a basis for setting objectives and assessing the effectiveness of
their promotional campaigns.
We shall understand the same through two Brands and their campaigns.
23% increase among those who said Young people in their 20s
36% increase among those who said Guys who go out on the town a
lot
Number of men who want to try Molson once increased by 26%
B) Leo Burnett
CAPP, an acronym for Continuous advertising planning program was
developed by Leo Burnett advertising agency. It is based on still another
hierarchy-of-effect
model
consisting
of
un-awareness,
awareness,
acceptance, preference, brand brought last and brand satisfaction. It is
termed as consumer demand profile. Here the acceptance level implies that
the brand is acceptable to an individual, it meets his or her minimum
requirements. Brand preference indicated the percentage of total product
class users who rate the brand on a four points scale, higher than any other
brand. A unique element of CAPP hierarchy is brand satisfaction, which is
meant to reflect the performance of the brand after purchase and repeat
buying.
A cross sectional sample of 1000 households, interviewed on monthly basis
provided the data base. The information was obtained from each household
on their media habits and their location of CAPP hierarchy with respect to the
brand interest. Monthly data provides a sensitive indicator of the response to
the advertising campaign. Clearly, such time-series information has much
greater and timelier interpretative power than measures restricted to
immediately before campaign and after campaign. If a substantial change
has to be generated in a hierarchy measure, progress should be observed
along the way and an appropriate campaign developed accordingly.
Which Hierarchy level?
How can knowledge of CAPP hierarchy profile and its trends be helpful in
determining what level to attack? An examination of the hierarchy pattern
was suggested. The adjacent level of the hierarchy were of particular
interest. For example, if there were a small number of people who were
aware of the brand (relative to the number of total users), then a worthwhile
target could be to increase awareness. If substantial number of people has
accepted the brand, but only few preferred it, perhaps it would be necessary
to sharpen up the brand image in some respect. On the other hand, if there
were high degree of acceptance but a very low level of brand brought last
then it might become necessary to stimulate a trail purchase. If the brand
satisfaction is low compare to brand brought last, then the basic problem is
with the brand itself, and some very specific question should be asked about
the capacity to satisfy customer wants and needs. Essentially, the proposal is
to consider the ratio of the size of adjacent levels, for example the number of
those who brought the brand last divided by the number who indicated
brand satisfaction. A good level to consider as an objective is one for which
the ratio involving the next lower level is high. This decision rules reflects the
facts that it is usually worthwhile to concentrate on large segments and
ignore smaller ones. It identifies the segment that contains large number of
potential movers.
Naturally it would be desirable to refine this decision rule by providing
numerical guidelines. To do so, the profile histories associated with the other
brand in the product class would have to be considered to provide the frame
of reference. The ultimate goal should be to expand the decision rule into a
decision model that would make the above suggestion explicit.