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Appraising Opportunities and Setting Objectives Part 2

Appraising Opportunities and Setting Objectives Part 2. Objectives. Upon completing this class, you will be able to: Identify DAGMAR and the Lavidge/Steiner objective planning models as two methods of planning Advertising Goals and Objectives

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Appraising Opportunities and Setting Objectives Part 2

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  1. Appraising Opportunities and Setting ObjectivesPart 2

  2. Objectives • Upon completing this class, you will be able to: • Identify DAGMAR and the Lavidge/Steiner objective planning models as two methods of planning Advertising Goals and Objectives • Determine correct communication tasks for the customer or brand • Utilize the 10 steps that provide a conceptual foundation for setting appropriate and effective communication objectives • Test for soundness of your objectives

  3. Objectives: Planning Them • The communication task: • The role that advertising and related communications are to play in the purchase decision. • Defining Advertising Goals for Measured Advertising Results (DAGMAR)* • 5 steps through which a brand must climb to gain acceptance • Unawareness • Awareness • Comprehension and image • Attitude • Action • Lavidge and Steiner suggest 6 steps** • Awareness • Knowledge • Liking • Preference • Conviction • Purchase • Colley, pp.37-38 • *Journal of Marketing 25, pp. 59-62

  4. Communication Tasks • Which communication effect will move the customer to buy? • Do you need to • Establish • maintain or … • intensify? • Is what the advertiser has been doing working? • Don’t change it, intensify it.

  5. Communication Tasks • Ten steps or checkpoints to putting objectives into a written operational format • Unit Oriented • Unit Linked • Output-Oriented • Time Bounded • Realistic • Common effectiveness • Singularity of purpose • Measurable • Specific • Cost effective

  6. Communication Tasks

  7. Testing for Sound Objectives

  8. Summary • Having completed this class, you are able to: • Identify DAGMAR and the Lavidge/Steiner objective planning models as two methods of planning Advertising Goals and Objectives • Determine correct communication tasks for the customer or brand • Utilize the 10 steps that provide a conceptual foundation for setting appropriate and effective communication objectives • Test for soundness of your objectives

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