Value of Objectives Value of Objectives Focus and Coordination Focus and Coordination They help to orient everyone They help to orient everyone involved toward one, common goal. involved toward one, common goal. Plans and Decisions Plans and Decisions They serve as criteria for They serve as criteria for developing plans and making developing plans and making decisions. decisions. Measurement and Control Measurement and Control They provide the standards and They provide the standards and benchmarks for evaluating results. benchmarks for evaluating results.
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Objectives and Budgeting We can’t afford advertising that isn’t working. –Thomas Knowlton President, Kellogg’s We can’t afford advertising that isn’t working.
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Value of ObjectivesValue of Objectives
Focus and CoordinationFocus and Coordination They help to orient everyone involved They help to orient everyone involved
toward one, common goal.toward one, common goal.
Plans and DecisionsPlans and Decisions They serve as criteria for developing They serve as criteria for developing
plans and making decisions.plans and making decisions.
Measurement and ControlMeasurement and Control They provide the standards and They provide the standards and
benchmarks for evaluating results.benchmarks for evaluating results.
Objective 1Objective 1: Create brand awareness among 90% of : Create brand awareness among 90% of the target audience.the target audience.
Objective 2Objective 2: Create understanding of key brand : Create understanding of key brand benefits among 70% of the target audience.benefits among 70% of the target audience.
Objective 3Objective 3: Create positive feelings about the brand : Create positive feelings about the brand among 40% and preference among 25% of the target among 40% and preference among 25% of the target audience.audience.
Objective 4Objective 4: Obtain trial among 20% of the target : Obtain trial among 20% of the target audience.audience.
Objective 5Objective 5: Develop and maintain regular use : Develop and maintain regular use among 5% of the target audience.among 5% of the target audience.
Objective 1Objective 1: Create brand awareness among 90% of : Create brand awareness among 90% of the target audience.the target audience.
Objective 2Objective 2: Create understanding of key brand : Create understanding of key brand benefits among 70% of the target audience.benefits among 70% of the target audience.
Objective 3Objective 3: Create positive feelings about the brand : Create positive feelings about the brand among 40% and preference among 25% of the target among 40% and preference among 25% of the target audience.audience.
Objective 4Objective 4: Obtain trial among 20% of the target : Obtain trial among 20% of the target audience.audience.
Objective 5Objective 5: Develop and maintain regular use : Develop and maintain regular use among 5% of the target audience.among 5% of the target audience.
The DAGMAR ApproachThe DAGMAR Approach
DDefineefine
AAdvertisindvertisingg
GGoals foroals for
MMeasuringeasuring
AAdvertisindvertisingg
RResultsesults
Characteristics of ObjectivesCharacteristics of Objectives
Specific Communications ObjectivesSpecific Communications Objectives