SPECIAL STUDY IN

MARKETING

PRESENTED TO:
Prof.G.M.Subba Rao
 CONTENTS

 DAGMAR

 Response Hierarchy Models

 Advertising Objectives in terms of Communication

Effect
 DAGMAR
Defining advertising goals for measured advertising results

The DAGMAR approach can be summarized in its

succinct statement “defining an advertising goal”. An
advertising goal is a specific communication task to be
accomplished among a defined audience, in a given period of
time.
The DAGMAR approach emphasizes the communication
task of advertising not the marketing objectives of the firm.
The second important concept of the DAGMAR approach is that
the advertising goal be specified.
A Hierarchy of Effects Model of the Communications Process

Unaware

Aware

Comprehension and Image

Attitude

Actions
 Contributions of DAGMAR

 Provides a planning tool

 Guidance to the creative groups

 Provides a mechanism to incorporate behavioural

science theory
 DAGMAR- A Specific Task

 Measurement Procedure

 Benchmark

 Target Audience

 Time Period

 Written Goals
Limitations or Challenges to DAGMAR Approach

 Sales goal

 Practicability

 Measurement problems

 Noise in the system

 Inhibiting the great idea

 Hierarchy Model of Communication Effect

 6 M’s for Implementing DAGMAR

 Merchandise

 Market

 Media

 Motive

 Message

 Measurement
Checklists of Promotional tasks of DAGMAR

The checklist is an aid to those implementing the

DAGMAR for promotional tasks.

 The suggestion was to rate each of the tasks in terms of

importance in context of the situation evolved.

The intent was to stimulate ideas or decision alternatives.

 Partial checklist of Promotional Tasks

To what extent does the advertising aim at closing an immediate

sale?
1. Perform the complete selling function (take the product
through all the required steps of advertising towards a
sale).
2. Close sales to prospects already partly sold through past
advertising efforts (“ask for the order” or “clincher”
advertising).
3. Announce a special reason for buying now (price, premium
etc.)
4. Remind people to buy.
5. Tie in with some buying event.
6. Stimulate impulse sales.
Does the advertising aim at near –term sales by moving the
prospect, step by step closer to the sale?

7. Create awareness of existence of the product or brand.

8. Create brand image of favourable emotional disposition
towards the brand.
9. Implant information or attitude regarding benefits and
superior features of brand.
10. Combat or offset competitive claims.
11. Correct false impressions, misinformation, and other
obstacles to sales.
12. Build familiarity and easy recognition of package or
trademark.
Does advertising aim at building a long-range consumer franchise?

13. Building confidence in company and brand

14. Build consumer demand that places the company in
stronger position in relation to its distribution.
15. Place advertiser in position to select preferred distributors
and dealers
16. Secure universal distribution
17. Establish a reputation platform for launching new brands or
product lines
18. Establish recognition and acceptance that will enable to
open up new markets
19. Aid sales people in opening new accounts.
20. Aid sales people in getting larger orders from
wholesalers and retailers
21. Aid sales people in getting preferred display space
22. Give space people an entrée
23. Build morale of the company sales force
24. Impress the trade.

The complete list includes fifty-two items.

 RESPONSE HIERARCHY MODELS

 AIDA Model

 Hierarchy of effects model

 Innovation-Adoption model

 Information processing model

 AIDA Model

Attention

Interest

Desire

Action
HIERARCHY OF EFFECTS MODEL (AKLPCP)

Awareness

Knowledge

Liking

Preference

Conviction

Purchase
INFORMATION PROCESSING MODEL (PERSUASION MATRIX)

Presentation

Attention

Comprehension

Yielding

Retention

Behaviour
 INNOVATION – ADOPTION MODEL
Awareness

Interest

Evaluation

Trial

Adoption
Advertising objectives in terms of Communication Effect.

5%
Repurchase/
Regular Use

20% Trial

25% Preference

40% Liking

70% Knowledge/ Comprehension

90% Awareness
Lavidge and Steiner Model (Hierarchy of Effects Model)
Conative Purchase Point of purchase, retail
The realm of motives store ads deals, last chance
offers, price appeals
ads stimulate or Conviction testimonials
direct desires

Affective Preference Competitive ads,

argumentative copy
The realm of emotions
ads changes attitudes Liking
and feelings “image” copy, status,
glamour appeals

Cognitive Knowledge Announcements, descriptive copy,

The realm of thoughts, classified ads, slogans, jingles, sky
writing
ads provide information
and facts Awareness Teaser campaigns