Transcript
Advertising
Today’s Topic
DAGMAR Approach Building of Advertising Program Message Appeals Headline Copy Logo Illustrations
The DAGMAR Approach
Define
Advertising
Goals for
Measuring
Advertising
Results
The DAGMAR Approach
DAGMAR is Defining Advertising Goals for Measured Advertising Results.
It is basically an approach to advertising planning and a precise method for selecting and quantifying goals and for using those goals to measure performance.
The DAGMAR Approach
. In the DAGMAR approach, the communication task is based on a specific model of the communication process, as shown below.
The DAGMAR Approach
Unaware The initial communication task of the advertising activity is to increase consumer awareness of the product or offer.
Aware What are its specific characteristics and appeals, including associated imagery and feelings? In what way does it differ from its competitors? Whom is it supposed to benefit?
Comprehension & Image Knowledge, Comfort ability, Positioning
The DAGMAR Approach
Attitude positive attitude, Good feeling about the product.
Action This phase involves some overt move on the part of the buyer such as trying a brand for the first time, visiting a showroom, or requesting information after use
Building of Advertising Program
Objective is to understand the major elements involved in creation of an advertisement
We try to answer: How an AD is created? We try to focus on ingredients of an
advertisement.
Elements in creation of an Advertisement
Message Message Appeal Headlines Copy or body copy Logo Illustrations
Message…..
How to structure a persuasive message for effectiveness
1. Order of presentation (What is in the beginning and end. Recall ability is the basis for deciding)
2. Conclusion drawing (Depends upon education/ awareness and complexity of the topic)
3. Message sidedness (One sided: only benefits Two sided: Good & Bad points .More effective when
opposite views are also presented )
Message…..
4. Refutation Special kind of two-sided message. Tell both sides and refute (prove false) negative
5. Verbal Vs Visual Effective use of visuals. Depends upon media
e.g. FAT to FIT ads of VLCC etc.
Message Appeal
An approach used to attract the attention of consumers to influence their feelings toward the product/ service
Anything that create interest
Appeals…..
1. Informational / Rational (normal) appeal: Consumer utilitarian needs
2. Emotional appeal: Socio/psycho needs
3. Humor appeal: Fun
4. Reminder ads: Show presence
5. Teaser (puzzle) ads: Curiosity
Advertising Execution
How appeal is presented to consumer Factual message: Industrial products Technical evidence: Colgate Demonstration: HARPIC Comparison: VIM BAR Challenge Testimonial: Own experience BP Animation: Kellog’s, All Out, Pillsbury Personality symbol: Dr. Fixit
Headline
An advertising headline is designed to be the first copy the potential customer reads. Bold, large font size and various colors are some of the methods used to make the headline stand out from copy.
A headline must be written well in order to be effective and draw the reader into the ad.
Headline
The purpose of a headline is to attract attention and usually to encourage the reading of the following copy (or, in the case of broadcast, to encourage the listener or viewer to keep listening or viewing).
Headline
In print advertising, the headline is considered to be the most important element, because it invites the reader into the advertisement. Therefore, it must arouse interest and curiosity about the advertised product or service.
Copy
Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds.
The headline of an advertising copy is said to be the most important part
Copy
Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired by advertising agencies. Also called advertisement copy, ad copy, or just copy.
LOGO
A logo carries the image of a company. Its function is to create a long lasting, recognizable impression on the mind of a potential client or customer
A logo is an iconic symbol designed to represent a company, product or service. It also depicts an organization's personality.
LOGO
A logo helps us to avoid confusion in the market place, among clients, supplier’s users. It definitely acts as a trademark and may be used to identify business organizations, products, events or services.
Illustrations
The act of clarifying or explaining
Visual element in an advertisement. The illustration is an efficient way to represent an idea and works in concert with the headline to attract the reader to the advertisement. It is the illustration that helps to make the copy believable.
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