ADVERTISING MANAGEMENT

Presented by:Pankaj Kumar

2000 Prentice Hall

OBJECTIVES

DAGMAR Approach

2000 Prentice Hall

The DAGMAR APPROACH

D efine A dvertising G oals for M easuring A dvertising R esults
2000 Prentice Hall

DAGMAR Approach
DAGMAR Approach is the task of measuring ad effectiveness as well as the objectives or goals of advertising. In 1961, Russel H. Colley wrote a book under the sponsorship of the Association of National Advertisers called Defining Advertising Goals for Measured Advertising Results. The book has become known as the DAGMAR approach. Colley distinguished 52 advertising goals that might be used with respect to a single advertisement.

2000 Prentice Hall

GOALS
The goals may pertain to sales, image, attitude and awareness. Some of the goals are:
persuade a prospect to visit a show room & ask for a demonstration. Build up the moral of the companys sales force. Facilitate sales by correcting false impression, misinformation & other obstacles. Provide information regarding benefits & superior features of brand.

2000 Prentice Hall

Communication task
An advertising goal is a specific communication task, to be accomplished among a definite audience, in a given period of time.

2000 Prentice Hall

A specific task
The second importance concept of DAGMAR approach is that the advertising goal should be specific. It should be consists of :Measurement procedure :- To indicate exactly what appeal or image is to be communicated and to specify the measurement procedure Benchmark :- President Lincoln has been quoted as saying, If we could first known where we are & whither we are tending, we could better judge what to do and how to do it. Benchmarks can suggest how a certain goal can best be reached.
2000 Prentice Hall

A specific task(cont.)
Target Audience :- A key tenet of the DAGMAR approach is that the target audience be well defined.
Time Period :- The objective should involve a particular time period. With a time period specified, a survey to generate a set of measures can be planned & anticipated. Written Goals :- Finally, goals should be committed to paper.
2000 Prentice Hall

challenges to the Dagmar approach

Sales Goal Practicability Measurement Problem Noise in the System Inhibiting the Great Idea

2000 Prentice Hall

CONCLUSION
The DAGMAR approach to setting objectives is a refinement & extension developed over a decade ago. It gave emphasis on communication task related to a defined audience in a given time period. So that each & every advertisement can only be successful, if they relate to involving awareness, comprehension, attitude & action.
2000 Prentice Hall

2000 Prentice Hall