Chapter 4: Setting Advertisement Objective

Group 2
Prateek (P16003), Karim (P16005), Sameer (P16008), Tejasvi (P16045), Sreejan (P16051)

Summary
The chapter discussed about the right metrics for measuring the effectiveness of an ad campaign.
A related function for an objective is to measure the results for evaluation purposes. Thus the
objective needs to be operational and it could be an immediate construct such as Market Share,
Brand Awareness, they could be effective demarcating tool between strategic and tactical
decision of the company. In order to form a useful and effective objective needs knowledge
about
1. Knowledge about the target segment
2. Knowledge about the behaviour of the segment that the advertisement is about to
precipitate, change or influence
3. Knowledge about the process that the advertisement plays in changing, influencing the
process.
The DAGMAR approach, Defining Advertisement Goals for Measured Advertising Results are a
set of precise method for selecting and quantifying goals and for using those goals to measure
performance. The advertisement goal is a specific communication task to be accomplished
among a defined audience, in a given period of time. A communication model such as
DAGMAR proposes that an audience will pass through a hierarchy of effects such as AIDA, or
six stages such as awareness, knowledge, liking, preference, conviction, purchase.

The DAGMAR model proposes a framework for setting up more operational objectives. The
critics although believe that best results of advertisement are sales. Some critics also feel that it is
difficult to select a hierarchy level on which to base objective and to know how to move people
up the hierarchy, challenges include shadowing the evolvement of great idea which is supposedly
what DAGMAR approach does to creative writer and art director, the right metrics or as to what
to measure for when asking about attitude, awareness and comprehension thus conceptual and
measurement problem underlie all these constructs. The DAGMAR emphasizes the
communication objective and not the marketing objective of the firm. The advertisement goal is
 Chapter 4: Setting Advertisement Objective
Group 2
Prateek (P16003), Karim (P16005), Sameer (P16008), Tejasvi (P16045), Sreejan (P16051)

specific, which is specific to pin point, it should be a measureable task with a starting point, a
defined audience and have a fixed time period. The extension to the DAGMAR approach
proposes not only to consider the size of the segment but also to consider the difficulty and
therefore the cost of moving them up the hierarchy.