Setting of advertising goals and objectives

Digital Advertizing
Lesson 8: Principles and types of designing digital advertisements

Setting of advertising goals and objectives

Advertising agencies of Indian code of standards:

Advertising should be so designed as to conform not only to the

Defining Advertising Goals of Measured Advertising Results (DAGMAR) approach was proposed by Prof. Russel H. Colley for achieving the goal of advertising.

Advertising goal is a specific communication task to be accomplished among defined audience in a given period of time. There are two tasks one is specific task and the other one is communication task.

  • Communication Task

    In DAGMAR the communication task is as illustrated below

    • Step – 1:- To gain awareness of the consumer about the brand.

    • Step – 2:- Audience learning about brand.

    • Step –3:- Attitude formation, which is otherwise known as conviction step and this intervenes between comprehension and action.

    • Step – 4:- Overt move of the buyer trying a brand for the first time.
  • The components in the entire process

    The components in the entire process are:

    • It is measurable: The approach insists that the exact appeal or image to be communicated should be indicated.

    • For example: If a high protein cereal is trying to gain brands comprehension, the message should be to perceive the cereal as containing protein to meet the requirement than other cereals.

    • It is a benchmark: Bench mark indicates the starting condition, which is a fundamental aspect of establishing a goal. In other words it states where we are and helps in setting the destination. A benchmark is also a prerequisite to the ultimate measurement of results. The key to DAGMAR is the generation of well conceived benchmarks before advertising goals are determined. With such measures, the rest of the approach flows and percolates in a material way.

    • It is the target: DAGMAR approach insists on deciding the audience to be reached for whom the advertising goals are set. Benchmark of this user group will be measured and based on this the goals which are the ends to be met are set.

    • It is the time period: An effective objective will have the time dimension may be there are six months or weeks, which indicates the results to be achieved by that time. The length of the time should fit to various constraints involving the planning of both a company and the advertising agency. Special weightage should be given to generate the cognitive response.

    • It is written: The advertising objectives are to be put in black and white. Written goals should be clear and therefore the gaps and shortcomings can be made to come to the surface. This helps in analysing whether the goals have a crucial aspect or not.
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Last modified: Saturday, 29 October 2011, 8:55 AM