Presentation on hierarchy models and dagmar approach
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four hierarchy models and DAGMAR (Defining Advertising Goals for Measuring Advertising Results) Approach
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Integrated marketing communication
This document discusses integrated marketing communication strategies for Coca-Cola. It outlines Coca-Cola's use of various marketing communication tools including advertising through print, TV, billboards; direct marketing via partnerships and campaigns; sales promotions for consumers and trade partners; public relations through events and social causes; sponsorship of events like FIFA; and digital marketing on their website, social networks, and mobile app. The overall goal of Coca-Cola's IMC is to remain close to consumers and be part of their daily lives through engaging marketing strategies and social responsibility initiatives.
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The document discusses the key aspects of the media planning process. It begins by defining media planning as a series of decisions to deliver promotional messages to prospective customers through various media options. It then outlines the basic components of a media plan, including objectives, strategies, media choices, and scheduling. The document also describes the steps in media planning such as collecting market information, setting objectives, developing strategies, selecting media classes and vehicles, and evaluating outcomes. Additionally, it covers factors that influence planning like budgets, markets, and competition, as well as terminology used in media planning.
Measuring the Effectiveness of the Promotional Program
1. There are various ways to measure the effectiveness of promotional programs, including pretesting concepts, rough ads, and finished ads in laboratories and real-world contexts.
2. Both pretesting and posttesting methods are used, with pretesting exploring consumer responses early in the process and posttesting measuring outcomes like recall and changes in preferences.
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The document summarizes several models of marketing communication:
1) The AIDA model focuses on gaining a customer's attention, interest, desire, and action.
2) The Heightened Appreciation model builds interest by demonstrating advantages over features.
3) The Advertising Exposure model measures how often a target audience is exposed to an ad.
4) The DAGMAR model proposes advertising moves customers from unawareness to awareness, comprehension, conviction, and finally action.
5) The Levidge and Steiner model measures the effectiveness of marketing communication strategies.
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2. Both pretesting and posttesting methods are used, with pretesting exploring consumer responses early in the process and posttesting measuring outcomes like recall and changes in preferences.
3. Effective testing uses a consumer response model, establishes clear communication objectives, implements proper research methods, and utilizes multiple measures at different stages to fully understand what is and is not working in a promotional program.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
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This document discusses key concepts in advertising management including segmentation, positioning, and developing advertising objectives and plans. It provides a framework for advertising planning and decision making that begins with a situation analysis and leads to the development of an integrated marketing communications and advertising plan. The role of advertising emerges from the marketing program and advertising objectives must support the overall marketing strategy. Objectives should focus on intervening variables like awareness, attitudes, and trial rather than direct sales. Segmentation involves identifying consumer groups based on behaviors, benefits sought, and demographics to target advertising most effectively.
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A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
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The document summarizes several models of marketing communication:
1) The AIDA model focuses on gaining a customer's attention, interest, desire, and action.
2) The Heightened Appreciation model builds interest by demonstrating advantages over features.
3) The Advertising Exposure model measures how often a target audience is exposed to an ad.
4) The DAGMAR model proposes advertising moves customers from unawareness to awareness, comprehension, conviction, and finally action.
5) The Levidge and Steiner model measures the effectiveness of marketing communication strategies.
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This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
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Advertisement effectiveness.
The document discusses various methods for measuring the effectiveness of promotional programs, including:
1) Pretesting methods like laboratory tests, field tests, and consumer juries to test concepts, rough ads, and finished ads.
2) Posttesting methods like recall tests, tracking studies, recognition tests, and inquiry tests to evaluate the impact of advertising.
3) It is important to establish communication objectives, use multiple measures, and follow models of consumer response when testing effectiveness.
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This slide will give complete view about the marketing process on the basis of advertisement. it clears the situation, which types of advertisement need for product & consumer.
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Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
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Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
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2. Key factors in deciding whether to use an in-house advertising team or external agency include the size of the account, budget, objective perspective, and product complexity.
3. Developing an advertising campaign involves analyzing the communications market, setting objectives, allocating the budget, selecting media, and preparing a creative brief outlining the objective, target audience, message theme, support, and constraints.
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Media buying involves negotiating with media outlets to purchase advertising placements that will best reach the target audience. This includes locating desired media vehicles, negotiating schedule and rates, and securing preferred positions that offer readership or viewership advantages, often at a premium price. The media buyer's role is to select the specific media vehicles best suited to the media plan and target audience, handle billing and payment, monitor campaign performance, and provide post-campaign evaluation to inform future plans.
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The document discusses integrated marketing communication (IMC). IMC is defined as a planning process that ensures all brand contacts with customers are relevant, consistent, and deliver a clear message. IMC involves unifying a brand's messaging across all media to reach its target audience. There are four main reasons IMC is important: 1) ensuring consistency throughout the customer journey, 2) helping with brand building, 3) boosting campaign effectiveness through the right marketing channel mix, and 4) reinforcing marketing channels. The document then discusses various IMC concepts like the promotion process model, common promotion methods, and the five-step IMC communication process model.
Advertisement effectiveness.
The document discusses various methods for measuring the effectiveness of promotional programs, including:
1) Pretesting methods like laboratory tests, field tests, and consumer juries to test concepts, rough ads, and finished ads.
2) Posttesting methods like recall tests, tracking studies, recognition tests, and inquiry tests to evaluate the impact of advertising.
3) It is important to establish communication objectives, use multiple measures, and follow models of consumer response when testing effectiveness.
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Typesofeconomicsystems 120210161905-phpapp02
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Presentation1
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- 1. Presentation on hierarchy models and DAGMAR approach Submitted to :- Mr. Vivek Mittal Submitted by :- Satinder kaur (3158) Tanvir Bhatti (3172) Bhupinder (3110)
- 2. What is Advertisement?? Paid and non-personal public communication about causes, goods and services, ideas, organizations, people, and places Through different means such as:- Direct mail Telephone Radio Print Television and Internet
- 3. Advertising response hierarchy models :- 1. AIDA Model 2. Hierarchy of effect Model 3. Innovation Adoption Model 4. Information Processing Model
- 10. Hierarchy of effects model
- 11. Stages of Hierarchy of effects model:-
- 12. Innovation adoption model • Model is evolved from work on the diffusion of innovations. This model represent the stages a consumer passes through in adopting an innovation—innovation such as a new product.
- 13. Stages of innovation adoption model:-
- 14. AWARENESS It is the moment when people involved become aware that a change is going to come. It is a kind of ‘one moment in time’, it is may be the most delicate phase A wrong planning and communication can compromise the result of the change process from the very beginning
- 15. INTEREST It is when people start elaborating the news and become curious of knowing more about it. And when they start collecting as many information as they can.
- 16. EVALUATION It is when people start elaborating in their mind all the information they have collected
- 17. TRIAL During this phase, people involved in the change start trying out the new procedures, tools or whatever the change consists of
- 18. ADOPTION The change is implemented and people ideally feel comfortable with it. This phase must not be neglected, but correctly sustained, For example by measuring the success of the change and assessing if some minor adjustments are still needed.
- 19. Information Processing Model It says that receiver of communication is a processor of information.
- 21. DAGMAR APPROACH DAGMAR stands for :- Defining Advertising Goals for Measuring Advertising Results. It was developed by Russel Colley in 1961.. It is the task of measuring the ad effectiveness as well as the objectives or goals of advertising.
- 23. DAGMAR Model suggest that ultimate objective of advertising must carry a consumer through four levels of understanding:- i. Unawareness to Awareness ii. Comprehension iii. Conviction iv. Action
- 24. AWARENESS • Before expecting purchase behaviour awareness of product or organization is mandatory. • Awareness needs to be created , developed or sustained according to the characterstics of the market.
- 25. COMPREHENSION • Awareness on its own may not be sufficient to stimulate a purchase, Knowledge about the product and company is necessary. • For Example:- The Ad of Ganga Mineral Water, featuring Govinda , which was banked on the purity aspect, They related the purity of water with that purity of Ganga..
- 26. Conviction • By creating interest and preference, buyers are moved to a position where they are convinced that a particular product should be tried. • To do this audience belief about product should be moulded through message that demonstrate the product.
- 27. Action • Communication must finally encourages buyer to engage in purchase activities.
- 28. Objectives of DAGMAR APPROACH • Measurable • Target audience • Benchmark • Written Goals