Measured Advertising Results • It is basically an approach to advertising planning and a precise method for selecting and quantifying goals and for using those goals to measure performance.
• An advertising objective involves a
communication task, intended to create awareness, impart information, develop attitudes or induce action. Communication Process in DAGMAR Approach • The model suggests that before the acceptance of a product by an individual, there is a series of mental steps which the individual goes through. Awareness • Awareness of the existence of a product or organization is necessary before the purchase behavior can be expected. Once the awareness has been created in the target audience, it should not be neglected. • Awareness needs to be created, developed, refined or sustained, according to the characteristics of the market and the particular situation facing an organization at any one point of time. Awareness Grid
Involvement HIGH LOW
HIGH Sustain current Refine awareness
level of awareness Awareness LOW Build awareness Create association quickly of awareness of product with product class need • Parle G ad that talks about it being the largest seller “ Duniya ka sabse Zyada bikne waala biscuit”. Parle G as a brand already enjoys high levels of awareness and requires low involvement decision, thus communication is mainly intended to refine awareness. • When coils were popular in use and then the different repellants entered the market, awareness had to be created about their benefits and use. Comprehension • In attempting to persuade people to try a different brand of water, it may be necessary to compare the product with other mineral water products and provide an additional usage benefit, such as environmental claims. The ad of Ganga mineral water, featuring Govinda, which banked on the purity aspect. They related the purity of the water with that of river Ganga. • Awareness on its own may not be sufficient to stimulate a purchase. Knowledge about the product or the organization is necessary. This can be achieved by providing specific information about key brand attributes. Attitude • Thumbs Up featured the reward of social acceptance as ‘grown up’. It almost hinted that those who preferred other drinks were kids. • The next step is to establish a sense of conviction. By creating interest and preference, buyers are moved to a position where they are convinced that a particular product in the class should be tried at the next opportunity. To do this, audience’s beliefs about the product have to be moulded and this is often done through messages that demonstrate the product’s superiority over a rival or by talking about the rewards as a result of using the product. Action • Use of toll free numbers, direct mail activities and reply cards and coupons. • Tupperware, Aqua Guard, are famous in Indian cities as a result of its personal selling efforts. • Communication must finally encourage buyers to engage in purchase activity. Advertising can be directive and guide the buyers into certain behavioral outcomes. • For high involvement decisions, the most effective tool in the communication mix at this stage in the hierarchy is personal selling. Through the use of interpersonal skills, buyers are more likely want to buy a product if personal prompting is absent. Characteristics of Objectives • Concrete and measurable