Using the DAGMAR model to turn marketing objectives into positive marketing results.

1. Sales
Communication
Promotional
Programs
A program with the intention to leverage
marketing tools in order to promote a
product or service.
Objectives
Jason Grant

2. Sales
objectives
Market Directly To
Consumer, Trade and
B2B Markets
Brand Reinforcement
Stimulate Demand
Providing Information
Product Interest
Product Awareness

3. Communication
objectives
Purchase
Conviction
Preference
Liking
Knowledge
Awareness

4. Major problems
associated with
setting sales
objectives
Setting objectives
then forgetting
them; failing to put
your goals into writing Uncertain
target
market
Inefficient
recruitment;
putting the wrong
people in the wrong
job
Not turning your
sales objectives
into real sales
results
Limited
company
budget

5. Defining
Advertising
Goals for
Measuring
Advertising
Results
Follow the
DAGMAR model
to turn your
objectives into
results.

6. When Mark Zuckerberg first
launched Facebook, only
Harvard students knew
about it.
Facebook then built
PRODUCT AWARENESS +
INTEREST +
INFORMATION
Now billions of people
around the world use
Facebook daily.
Too many people once complained
about Thailand's unprofessional taxi
service.
Grab then expanded into Thailand
and provided an organized taxi
booking service, also providing
frequent discount codes and even
free rides, thus
STIMULATING DEMAND
Grab is now arguably the number
one taxi service choice in
Southeast Asia.
When CocaCola seemed
"old school" and people
started to forget about it.
CocaCola then launched
various TV ads and
reinforced
BRAND AWARENESS
CocaCola is still the most
popular soft drink today.
Sales Objectives put to ACTION
Examples of