Lec 3 Dagmar1

SPECIAL STUDY IN MARKETING PRESENTED TO: Prof.G.M.Subba Rao

CONTENTS  DAGMAR

 Response Hierarchy Models

 Advertising Objectives in terms of Communication Effect

DAGMAR Defining advertising goals for measured advertising results

The DAGMAR approach can be summarized in its succinct statement “defining an advertising goal”. An advertising goal is a specific communication task to be accomplished among a defined audience, in a given period of time. The DAGMAR approach emphasizes the communication task of advertising not the marketing objectives of the firm. The second important concept of the DAGMAR approach is that the advertising goal be specified.

A Hierarchy of Effects Model of the Communications Process Unaware

Aware

Comprehension and Image

Attitude

Actions

Contributions of DAGMAR

 Provides a planning tool

 Guidance to the creative groups

 Provides a mechanism to incorporate behavioural science theory

DAGMAR- A Specific Task  Measurement Procedure

 Benchmark

 Target Audience

 Time Period

 Written Goals

Limitations or Challenges to DAGMAR Approach  Sales goal

 Practicability

 Measurement problems

 Noise in the system

 Inhibiting the great idea

 Hierarchy Model of Communication Effect

6 M’s for Implementing DAGMAR  Merchandise

 Market

 Media

 Motive

 Message

 Measurement

Checklists of Promotional tasks of DAGMAR The checklist is an aid to those implementing the DAGMAR for promotional tasks.  The suggestion was to rate each of the tasks in terms of importance in context of the situation evolved. The intent was to stimulate ideas or decision alternatives.

Partial checklist of Promotional Tasks To what extent does the advertising aim at closing an immediate sale? 1. Perform the complete selling function (take the product through all the required steps of advertising towards a sale). 2. Close sales to prospects already partly sold through past advertising efforts (“ask for the order” or “clincher” advertising). 3. Announce a special reason for buying now (price, premium etc.) 4. Remind people to buy. 5. Tie in with some buying event. 6. Stimulate impulse sales.

Does the advertising aim at near –term sales by moving the prospect, step by step closer to the sale? 7. Create awareness of existence of the product or brand. 8. Create brand image of favourable emotional disposition towards the brand. 9. Implant information or attitude regarding benefits and superior features of brand. 10. Combat or offset competitive claims. 11. Correct false impressions, misinformation, and other obstacles to sales. 12. Build familiarity and easy recognition of package or trademark.

Does advertising aim at building a long-range consumer franchise? 13. Building confidence in company and brand 14. Build consumer demand that places the company in stronger position in relation to its distribution. 15. Place advertiser in position to select preferred distributors and dealers 16. Secure universal distribution 17. Establish a reputation platform for launching new brands or product lines 18. Establish recognition and acceptance that will enable to open up new markets

19. Aid sales people in opening new accounts. 20. Aid sales people in getting larger orders from wholesalers and retailers 21. Aid sales people in getting preferred display space 22. Give space people an entrée 23. Build morale of the company sales force 24. Impress the trade.

The complete list includes fifty-two items.

RESPONSE HIERARCHY MODELS  AIDA Model

 Hierarchy of effects model

 Innovation-Adoption model

 Information processing model

AIDA Model Attention

Interest

Desire

Action

HIERARCHY OF EFFECTS MODEL (AKLPCP) Awareness

Knowledge

Liking

Preference

Conviction

Purchase

INFORMATION PROCESSING MODEL (PERSUASION MATRIX) Presentation

Attention

Comprehension

Yielding

Retention

Behaviour

INNOVATION – ADOPTION MODEL Awareness

Interest

Evaluation

Trial

Adoption

Advertising objectives in terms of Communication Effect.

5% Repurchase/ Regular Use 20% Trial 25% Preference 40% Liking 70% Knowledge/ Comprehension

90% Awareness

Lavidge and Steiner Model (Hierarchy of Effects Model) Conative

Purchase

The realm of motives ads stimulate or

Conviction

Point of purchase, retail store ads deals, last chance offers, price appeals testimonials

direct desires

Affective

Preference

The realm of emotions ads changes attitudes

Liking “image” copy, status, glamour appeals

and feelings

Cognitive

Knowledge

The realm of thoughts, ads provide information and facts

Competitive ads, argumentative copy

Awareness

Announcements, descriptive copy, classified ads, slogans, jingles, sky writing Teaser campaigns