Characteristics of Objectives

A second major contribution of DAGMAR to the advertising planning process was its definition of what constitutes a good objective. Colley argued that advertising objectives should be stated in terms of concrete and measurable communications tasks, specify a target audience, indicate a benchmark starting point and the degree of change sought, and specify a time period for accomplishing the objective(s).

Concrete, Measurable Tasks The communications task specified in the objective should be a precise statement of what appeal or message the advertiser wants to communicate to the target audience. Advertisers generally use a copy platform to describe their basic message. The objective or copy platform statement should be specific and clear enough to guide the creative specialists who develop the advertising message. For example, Foster's Beer, after a successful introduction, saw sales decline significantly. Knowing that to reverse the downward trend something significant had to be done, Fosters developed an entirely new positioning campaign with the following objectives:

• Strengthen the brand's image

• Maximize brand presence

• Broaden the market base beyond traditional import beer drinkers

Increase sales

Belch: Advertising and IV. Objectives and 7. Establishing Objectives © The McGraw-Hill

Promotion, Sixth Edition Budgeting for Integrated and Budgeting for the Companies, 2003

Marketing Promotional Program Communications Programs

Exhibit 7-8 Foster's Beer delivers a very successful new campaign

Using a variety of tools including billboards, videos, point-of-sale promotions, and spot television (Exhibit 7-8), the program doubled its unaided awareness scores, tripled trial, and increased brand awareness by 40 percent. In addition, beer sales doubled in test markets, and overall beer sales increased by 12.1 percent in the first year of the campaign.16

According to DAGMAR, the objective must also be measurable. There must be a way to determine whether the intended message has been communicated properly. For example Midwest Express measured its communications objective by asking airline travelers whether they thought Midwest's airfares were higher than those of competing airlines.

Target Audience Another important characteristic of good objectives is a well-defined target audience. The primary target audience for a company's product or service is described in the situation analysis. It may be based on descriptive variables such as geography, demographics, and psychographics (on which advertising media selection decisions are based) as well as on behavioral variables such as usage rate or benefits sought. Figure 7-6 demonstrates the objective-setting process involved in the launch of the new Subaru Outback. Notice how specifically the target audience was defined.

Objectives:

Budget: Media:

Target Market: Male, 35-55, married, household income $55,000+, active lifestyle

Positioning: Carlike qualities without sacrificing SUV qualities

Convince SUV buyers to consider the Outback rather than SUV under consideration; generate high awareness, generate high numbers of showroom visits, avoid discounts, generate high sales volume, attract at least 50% of sales from those intending to buy Ford, Chevy, or Jeep

$17 million

Advertising:

TV: Prime-time programs, local news and sports

Cable TV: National Geographic Explorer, Discovery, Learning Channel

Print: Backpacker, Outside, National Geographic, Smithsonian

Support Media: Outdoor and POP

Public Relations: Press kits and PR campaign

Direct Marketing: Prospective buyers; dealers

Results: Recall increased from 33 to 38% in first 60 days; 50% by completion of campaign

Dealer traffic increased by 15 to 20%

Sales were highest in 9 years—four times projections; 55% from nonSubaru owners; top three models traded in: Jeep Grand Cherokee, Ford Explorer, Chevy Blazer

Figure 7-6 Subaru Outback Objective Setting

Figure 7-6 Subaru Outback Objective Setting

Belch: Advertising and I IV. Objectives and I 7. Establishing Objectives I I © The McGraw-Hill

Promotion, Sixth Edition Budgeting for Integrated and Budgeting for the Companies, 2003

Marketing Promotional Program Communications Programs

Continue reading here: Improving Promotional Planners Use of Objectives

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Readers' Questions

  • jamila
    What is characteristics of dagmar?
    1 year ago
  • The Dagmar approach to advertising is a form of marketing that involves setting clear objectives and measureable results. It is based on the idea that well-structured, measurable communication campaigns can demonstrate the effectiveness of an advertisement, as well as its ability to reach an intended audience. The four key characteristics of Dagmar are:
    1. Define Clear Objectives: The first step in the Dagmar approach is setting measurable objectives for an ad campaign. By establishing what outcomes the campaign should generate and how well it should be performing, marketers can gain clearer insights into how to adjust their ads and make the most of their efforts.
    2. Audience Analysis: The target audience must be well-defined in order to effectively reach them with an advertisement. Through audience analysis, marketers can determine exactly who they’re communicating with, as well as their needs and wants.
    3. Ad Copy and Creative: Crafting the perfect ad copy and creative is a crucial step in the Dagmar approach. It is important to create copy that captures the attention of the audience and conveys the right message.
    4. Measurement: The ability to measure the results of a campaign is the final and most important step in the Dagmar approach. Marketers must be able to quantify the success of a campaign in order to adjust it accordingly or make future ad campaigns more effective.
    • DEMET SAARE
      What are the characterstics of objectives dagmar?
      1 year ago
    • DAGMAR (Defining Advertising Goals for Measured Advertising Results) is a popular marketing strategy used to measure the effectiveness of an advertising campaign. It is a set of performance criteria developed in 1961 by Colley, Duncan and Bush that outlines the objectives and goals of an advertising campaign. Characteristics of Objectives DAGMAR include:
      1. Define Goals: The first step of the DAGMAR model is to clearly define what success looks like in terms of the desired outcomes of an advertising campaign.
      2. Set Benchmarks: Set achievable goals and expectations in order to measure the impact of the campaign.
      3. Analyze Results: Examine the results of the campaign to determine if it was successful or not in meeting the set goals.
      4. Re-evaluate: Re-evaluate the goals and objectives of the DAGMAR model in order to improve results for subsequent campaigns.
      5. Monitor and Report: Monitor the results of the campaigns and report these to stakeholders.
      • Juuso
        What is the objective marketing communication?
        1 year ago
      • Objective marketing communication is a type of marketing communication that focuses on measurable changes in consumer behavior or attitude that can be directly attributed to the communications. It is based on delivering messages that are tailored to a specific audience, in a specific way, that will produce a desired outcome. The objective of objective marketing communication is to deliver a message that will be accepted by the target audience and lead to a successful result. It requires careful planning to ensure the right channels, message and tactics are used in order to achieve the desired outcome.
        • Emma
          What are the objective and characteristic of a programme?
          1 year ago
        • Objectives 1. To increase public awareness of the benefits of the programme. 2. To provide a safe, secure, and beneficial environment for users of the programme. 3. To provide an efficient and cost effective delivery system for the programme. 4. To promote the use of the programme among stakeholders. Characteristics
          1. Flexible enough to meet the changing needs of users.
          2. Easily adaptable to a range of operating environments.
          3. Able to produce meaningful information quickly and accurately.
          4. User friendly interface and access to up-to-date information.
          5. Secure and reliable data management and storage capabilities.
          6. Responsive customer service and support.