ADVERTISING COMMUNICATIONS OBJECTIVE

Pyramid of Communications Effects 5% Use/Repurchase 20% Trial 20% Trial 25% Preference 25% Preference 40% Liking 40% Liking 70% Knowledge 70% Knowledge 90% Awareness 90% Awareness

The response process The most important aspect of developing effective communication program involves understanding the response process the receiver may go through in moving toward a specific behavior (like purchasing a product) & how the promotional effort s of the marketer influence consumer response

Models of the response process

Dagmar approach Russell H Colley (1961) wrote a book under the sponsorship of the Association of National Advertisers titled Defining Advertising Goals for Measured Advertising Results (DAGMAR)

The DAGMAR Approach An advertising objectives involve a communication task that is specific and measurable. The communication objectives should be based on four stages: Awareness Comprehension Conviction Action

DAGMAR Definition of Objectives According to Colley, the objectives should have the following features---- Stated in terms of concrete & measurable tasks Specify a target audience Indicate a benchmark or standard starting point & the degree of change sought Specify a time period for accomplishing the objective

DAGMAR Definition of Objectives Target Audience Objectives Benchmark and Degree of Change Sought Concrete, Measurable Tasks DAGMAR (Defining Advertising Goals for Measured Advertising Results) is a model developed by Russell Colley in 1961 for setting advertising objectives and measuring the results of a campaign against these objectives. Under DAGMAR an advertising goal involves a communications task that is specific and measurable. A communications task involves something that can be performed by and attributed to advertising. Communication tasks in DAGMAR are based on a hierarchical model similar to those discussed in Chapter 3. While hierarchical communication effects form the basis of DAGMAR, there are other specific communication tasks that advertising might be expected to perform or help accomplish. A. Characteristics of Objectives—a major contribution of DAGMAR was Colley’s specification of what constitutes a good objective. Four characteristics of good objectives were noted: Target audience—a good objective should specify a well-defined target audience. The target audience is usually identified in the situation analysis. 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. The objective should be measurable in that the method and criteria used for determining if it has been properly communicated should be specified. Benchmark and degree of change sought—another important part of setting objectives is having benchmark measures to determine where the target audience stands at the beginning of the campaign with respect to various communication response variables such as awareness, knowledge, attitudes, image, etc. The objectives should also specify how much change or movement is being sought such as increase in awareness levels, creation of favourable attitudes or number of consumers intending to purchase the brand, etc. Specified time period—a final characteristic of good objectives is the specification of the time period during which the objective is to be accomplished. The time period should be appropriate for the communication objective as simple tasks such as increasing awareness levels can be accomplished much faster than a complex goal such as repositioning a brand. Problems with the response hierarchy—reliance on traditional hierarchical type response models is a problem in the original version of DAGMAR. However, the updated version of the model, DAGMAR MOD II, recognizes the need for a modified response hierarchy that is appropriate to the buying situation such as in high- versus low-involvement purchases. Practicality and costs—DAGMAR is criticized for being difficult to implement and practical only for big companies with large marketing and advertising research budgets who can afford to establish quantitative benchmarks and measure communication results. Inhibits creativity—DAGMAR is also criticized on the grounds that it can inhibit creativity by imposing too much influence or structure. The creative department may become too concerned with “passing the numbers test” rather than developing great ideas that result in unique and effective advertising. Many advertising people have blamed the lack of great creative ideas and campaigns in recent years on an over quantification of advertising objectives. Specified Time Period

Criticism of dagmar Problems with the response hierarchy Sales Objectives Practicality & Costs Inhibition of creativity

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