Download Advertising goals and Objectives

 Definitions
“The purpose of advertising is to sell goods,
services or ideas to a large group of
prospective purchaser”.
-Huegy & Mitchell
“The main objective of advertising are to inform,
to persuade and remind the target audience
about the advertiser’s product”.
- Russell H. Colley
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To inform
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To Persuade
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To Remind
1.Telling the market about the new product
2.Suggesting new uses of the product
3.Explaining how the product works
1.Build Brand preference
2.Persuade customer
1.Maintain product awareness
2.Maintaining Brand Loyalty
3. Reminding customer that the product may be
needed in near future
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Stage in product Life Cycle
Available finance
Level of Competition
Marketing Objectives
Nature of Product
Market Segmentation
Dissonance Among Customer
Distribution strategy
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Serve as Communication & Coordination:
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Criterion for Decision making ; ad-objective effect
Communication between advertising agency, advertiser and
ad-creative team. Coordinate the efforts of copywriter,
media buyer, advertising agency, message source etc.
decision regarding budgets, frequency or repetition of
advertisement, timing and designing of advertisement.
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Evaluation of advertising effectiveness ; It
provide the standard for evaluating the effectiveness of
advertisement.
Two Types Of Approaches
1.Sales Objectives (Sales approach)
2.CommunicationObjectives(Communicat
ion Approach)
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According to this approach the ultimate objective of
advertising is to increase sales.
General objectives
1. To increase Sales
2.Ti entre a new geographical area
3.To increase profits
Limitation Of Sales approach
1.Advertising not only effect the sales
2.effect of advertising on sales may occur in the long run
In this approach there is 7 stages of communication
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1.Brand unawareness
2.Brand awareness
3. Knowledge
4.Liking
5. Preference
6.Conviction
7. Purchase
So according to this approach, the advertiser should
determine the number of people at each stage and then
decide the objective to move the potential customer
closer to the point of purchase.
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DAGMAR: An Approach to setting Advertising Objectives
DAGMAR stands for “Defining Advertising Goal For
Measuring Advertising Results”.
This approach was given by Russel Colay in 1961.
According to Russel Colay
“The main objective of advertising is to communicate with
the defined audience, the necessary information that
stimulates action. Advertising succeeds or fails depends
upon how well it communicate the desired information to
the right people at right time”.
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Well defined Objectives
Benchmark and Degree of Change
Sought
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Well defined target Audience
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Specified Time Period
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Ignores Sales Objectives
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Difficult to Measure Benchmark
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Costly
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Problem with Communication Hierarchy
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Noise in the System
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Inhibits the Creative Idea