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

  • Leveraging IT to Enhance Business Performance: Paving the

    Leveraging IT to Enhance Business Performance: Paving the

    Cross Connection Management System (CCMS) Firebook Hydrant Inspection App. Valve Exercise Program* Asset Management Analytics* CIP Analytics* Intelligent Mail Barcode. Delinquency Reporting. Revenue Remittance System. Watershed Permits. Financial Analytics* HyLoHydrantLocatorApp. Electronic Security System (ESS) Security Incident Management ...
  • English I - Pre-AP/IB

    English I - Pre-AP/IB

    bestselling author Veronica Rossi's "unforgettable dystopian masterpiece" (Examiner.com). Exiled from her home, the enclosed city of Reverie, Aria knows her chances of surviving in the outer wasteland—known as The Death Shop—are slim. Then Aria meets an Outsider named Perry. He's...
  • P5 School Parent Meeting 22 February 2016

    P5 School Parent Meeting 22 February 2016

    PSLE Exam Format(Use of Calculators) Achieve a better balance between the emphasis on computational skills and problem solving skills in learning and assessment. Widen the repertoire of teaching and learning approaches to include investigations in authentic situations
  • Girl Talk Program Evaluation Research Report

    Girl Talk Program Evaluation Research Report

    Girl Talk Program Evaluation Research Report. Fostering positive qualities among young girls. As part of an ongoing commitment to the health and well-being of teens, The Century Council desired to conduct an evaluation of the program, "Girl Talk."
  • The Foundations: Logic and Proofs - University of Pittsburgh

    The Foundations: Logic and Proofs - University of Pittsburgh

    Proving Conditional Statements: p → q. Definition: The real number r is rational if there exist integers p and q where q≠0 such that r = p/q. Example: Prove that the sum of two rational numbers is rational. Solution: Assume...
  • Recombination Early on, there were nuclei, electrons, and

    Recombination Early on, there were nuclei, electrons, and

    The Cosmic Microwave Background First Structure Forms The universe is definitely not uniform today Dense spots, less dense spots But at t = 380,000 yr, it was nearly so We think the tiny variations in the density grew over time:...
  • Deset vojaških dogodkov v letu 2011

    Deset vojaških dogodkov v letu 2011

    možna uporaba za predavanje za SDMO-12.6.12 - 185 prosojnic -11,5 MB. ki so imeli mednarodne implikacije v 2011. in 2012. letu Prof. dr. Anton Žabkar, kapitan SV
  • Halving Amount Year 2 Autumn Term Week 10

    Halving Amount Year 2 Autumn Term Week 10

    Halving is sharing between two groups without anything left over. Excuse me Owl, but what is halving? I am thinking of a number. If I halve it, it will be 10. I am thinking of a number. ... PowerPoint Presentation...