5. Advertising

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.