Setting Advertising

Objective
BySection B-Group 3: Anshoo (008) | Soumodeep(110) | Rohit(154) |
Rohit(133) | Kumar Abhishek(118) | Abhishek(145) | Himanshi(158)

Objectives are set to deliver following functions

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To operate as communication and coordinating devices

A criterion for decision making
Evaluate results in terms of market share or brand awareness

Sale As An Objective
Objective that involve an increase in immediate sales are not operational in
many cases for two reasons:
1) Advertising is only one of the many factors influencing sales and it is
difficult to isolate its contribution to those sales
2) The contributory role of advertising occurs over a long term
Toward Operational Objectives
The useful and effective objectives can be:
1) Who is the target segment?
2) What is ultimate behaviour within that segment that advertising is aiming
to gain?
3) What process will lead to desired behaviour and what role can the
advertising play in the process?

Behavioural Dynamics
Segment E: Who buy our brand.
Segment O: Who buy other brands to exclusion of ours.
Segment N: Who dont buy any brand.
The focus is to increase size of E. One approach can be to attract members of
segment O. Another approach can be to attract people from segment N and turn
non-users in users. This is primary demand approach. But this should not be
done by small firms.
If consumer is not loyal to one brand and prefers to buys from a bouquet of
brands, that includes your brand, the company can work on gaining his loyalty.
They have to increase their share of wallet.

Increasing Brand Loyalty, Reducing Attrition and Price

Elasticity

Defensive strategy to reduce flow from segment E to segment O. Frequent

shopper/buyer program. Try to reduce attrition by creating switching costs. If we
have loyal customers, a price premium can be charged.

Behavioural Or Action Objectives

It tries to answer two questions1) What communication, association, or persuasion task will be likely to
precipitate the considerable action?
2) How can this task be conceptualized and measured?
The first question can be in form of intervening variables like brand
awareness, brand comprehension, brand image or personality, brand
attitude, perception of reference groups and association of desired feelings
with a brand or user experience.

The Defining Advertising Goals for Measured Advertising

Results(DAGMAR) Approach
Approach to advertising planning and included a precise method for selecting
and quantifying goals and for using goals to measure performance.
A communication task under DAGMAR can have following stages:
Unaware -> Aware -> Comprehension and Image -> Attitude -> Action
DAGMAR approach needs that advertising goals must be specific. It should
be/have

Written Goals
Measurable
Benchmarked
Defined Audience
Fixed Time Period

Challenges To DAGMAR Approach

There are six challenges to DAGMAR Approach.
Sales Goal: Some believe appropriate measure of effectiveness of advertising is
sales generated.
Practicability: Difficult to implement. Checklist does not provide sufficient
details
Measurement Problems: What should we measure when we speak of attitude,
awareness or brand comprehension.
Noise In System: Noise exists in hierarchy model.
Inhibiting The Great Idea: It is a rational, planned approach and provides
guidance to creative people to create great creative idea but in real time it
does not influence their work.

Hierarchy Model of Communication Effect: Other models may hold true and
more effect and is nave approach to blindly follow DAGMAR.