Advertising goals and Objectives - Govt.college for girls ...

Advertising goals and Objectives - Govt.college for girls ...

Advertising goals and Objectives Advertising Objective 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 advertisers product. - Russell H. Colley Classification Of Advertising Objectives

To inform 1.Telling the market about the new product 2.Suggesting new uses of the product 3.Explaining how the product works To Persuade 1.Build Brand preference 2.Persuade customer To Remind

1.Maintain product awareness 2.Maintaining Brand Loyalty 3. Reminding customer that the product may be needed in near future Factors Determining Advertising Objective Stage in product Life Cycle Available finance Level of Competition Marketing Objectives Nature of Product Market Segmentation Dissonance Among Customer

Distribution strategy Functions Of Advertising objective Serve as Communication & Coordination: Communication between advertising agency, advertiser and ad-creative team. Coordinate the efforts of copywriter, media buyer, advertising agency, message source etc. Criterion for Decision making ;

ad-objective effect decision regarding budgets, frequency or repetition of advertisement, timing and designing of advertisement. Evaluation of advertising effectiveness ; It provide the standard for evaluating the effectiveness of advertisement. Types/ Approaches of Advertising Objectives Two Types Of Approaches 1.Sales Objectives (Sales approach)

2.CommunicationObjectives(Commu nication Approach) Sales Objectives (Sales Approach) 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 Communication Approach In this approach there is 7 stages of communication 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. DAGMAR Approach 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.

Characteristics Of advertising Objectives In DAGMAR Apporach Well defined Objectives Benchmark and Degree of Change Sought Well defined target Audience Specified

Time Period Criticism Of DAGMAR Apporach Ignores Sales Objectives Difficult to Measure Benchmark Costly

Problem with Communication Hierarchy Noise in the System Inhibits the Creative Idea

Recently Viewed Presentations

  • AS Revision Introduction to Physical Education G451

    AS Revision Introduction to Physical Education G451

    include higher impact activity. To improve bone health, muscle . ... Characteristics of Physical Education. PE can be defined as :-Learning about and through physical activity. ... AS Revision Introduction to Physical Education G451
  • PowerPoint 演示文稿 - Embassy of China, Canberra

    PowerPoint 演示文稿 - Embassy of China, Canberra

    the Embassy of the P.R.China in Australia Scam call from 01 02 03 0061-2-62283990 0061-2-62283999 0061-2-62283948 The Fraud Pretend to be an official in the Embassy Press 9 for operator Claim that you have an important letter or parcel uncollected...
  • The New SEND Framework - Bexley Voice

    The New SEND Framework - Bexley Voice

    Lamb Inquiry . Graduated Response-Implementation Issues . School Action and School Action Plus going-Schools will need to think about; Working with teacher and SENCO to establish if there is an SEN need-linked to progress and attainment measured against peers, views...
  • Direct reading Instruments - Uses and Limitations

    Direct reading Instruments - Uses and Limitations

    Introduction. Occupational Hygienists are using direct reading instruments more and more as the technology becomes available. As instruments become more sophisticated, there is a growing perception or a seductive tendency to blindly believe the numbers on the display
  • Working With Words - Jefferson County Public Schools

    Working With Words - Jefferson County Public Schools

    Word Wall practice sheets can be found at this site. A typical week in the WWW block may look like… Monday Word Wall Making Words Tuesday Word Wall Making Words Wednesday Word Wall Rounding up the Rhymes Thursday Word Wall...
  • Chapter One: Definitions of Animal Cruelty, Abuse, and Neglect

    Chapter One: Definitions of Animal Cruelty, Abuse, and Neglect

    (e.g., St. Thomas Aquinas, Emmanuel Kant). Defining animal cruelty as an evil based on the harm to the animal itself is relatively recent. (e.g., Reverend Humphrey Primatt).
  • Social Stratification and Class - Windham High School

    Social Stratification and Class - Windham High School

    Social Stratification and Class Social Stratification A structural ranking of entire groups of people in which some have more power, prestige, and wealth than others. Class The group of people who share economic and social position in society. People in...
  • Socioeconomic Correlates of the Occurrence of Unsafe Buildings

    Socioeconomic Correlates of the Occurrence of Unsafe Buildings

    Zero-order Correlation. conclusion. Clustering - factors driving occurrence predominate in certain areas of the City. Maintenance costs and race are key SE correlates. Female-headed households appear to play a role. Next steps.