1. Integrated Marketing
Communication & Digital Marketing
Advertising objectives with specific reference
to DAGMAR, Brand objectives, Consumer
attitude and market structure

2. What is DAGMAR
• DAGMAR stands for Defining Advertising Goals for
Measured Advertising Results.
• DAGMAR Model was developed by Russell
Colley in 1961 for setting advertising objectives
and measuring advertising results.

4. Advertising objective
• Advertising objective is to carry a consumer through four
levels of understanding :-
1. From unawareness to awareness - consumer must
be aware of product or company,
2. Comprehension - what the product is and its benefits,
3. Conviction - mental conviction to buy the product, and
4. Action - finally buy the product.

5. The Functions of Advertising
•To inform
•To persuade
•To sell

6. To inform
•Seeks to provide specific pieces of information
•Details about performance
•New uses
•New features
•Operating or usage convenience
•Availability

7. To persuade
•Change consumer’s point of view or
perception
•Attitudes
•Habits
•Beliefs

8. To sell
•Promoting the sale of the product through
advertising of a promotional nature
•Accelerate purchase
•Pre pone a purchase
•Incentivise a purchase

9. Advertising Process is all about
•What to say,
•How to say and
•How to reach the message to your
target prospect.

10. Setting Advertising Objectives
•First part of the campaign development
process
•Evolved out of the total marketing strategy
•It could be either short term or long term
•Should be realistic, achievable and measurable
•Must take into account what advertising can
and cannot do

11. Contd.
•Must lay decision criteria to evaluate campaigns
•The Definition
•A specific communication task aimed at a defined
target audience and accomplished in a given time
•A clearly stated measurable end result of an
advertising message, messages, campaign or
programme.

12. Short term Objectives:
•Build awareness
•Promote new uses for a product
•Extend the selling season
•Motivate Dealers
•Stimulate primary demand for a product type
•Establish credentials
•Establish image

13. Long term Objectives:
•Change habits
•Change attitude and beliefs
•Build a favourable image
•Educate the consumer
•Correct a well entrenched perception

14. An example:
• To create an awareness of Brand X among 70 % of our target
market (primarily women in the top 50 markets, in the age
group 18-45, with one or more children, and having a
monthly household income of Rs. 25000 and above) by the
end of year 1, the introductory year of the national campaign
• To have 70% aided recall in our target group of our brand’s
message/image as projected by the creative
• To have 60% of our target group report a preference for
Brand X over other competing brands.

15. Setting Advertising Objectives
•Effect of advertising on consumer response
•Product - Filter cigarette
•Brand – A
•Three Advert Campaign

16. Factors that affect the setting of the
advertising objectives are:
•Marketing Objective
•Marketing Strategy
•PLC
•Competition
•Financial Resources

17. Brand objectives
•Brand Objectives are the core of managerial action,
providing direction the plans.
•An objectives will ensure that a company knows what
its strategies are :
Smart Objectives
Long term brand objectives
Short term brand objectives

18. Smart Objectives
•Specific
•Measurable
•Actionable
•Relevant
•Time-bound

19. Short term objectives
•Short term objectives could be set that gives a
meaning to long term objectives
•Breaking down on customers, intermediaries and
product line collectively help to achieve long term
objectives
•This help to ensure that the organization survive
during the short term period and set the phase for
long term objectives