Desire

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IMC Module 2a

Advertising Objectives

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Action

IMC Module 2a

Advertising Objectives

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DAGMAR Approach
II- Setting objectives
Measurability(Awareness, comp, conviction, action)
Well defined target audience (Awareness,
comp, conviction, action)

Degree of change sought (Awareness, comp,

conviction, action)

Time period (Awareness, comp, conviction, action)

IMC Module 2a

Advertising Objectives

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Assignment
What in your opinion should be the advertising
objectives for:
Harley Davidson
Meswak
MS Nokia
Maggie

IMC Module 2a

Advertising Objectives

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DAGMAR Approach
- Drawbacks
Response hierarchy cant be followed
always.
Research costs to measure results may
be high.
Creativity gets killed following the
approach.
IMC Module 2a

Advertising Objectives

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