14 Aug Watch TV and read some magazines. What types of objectives do you observe in the

Watch TV and read some magazines. What types of objectives do you observe in the ads you see? See attached file for objectives lecture material. Is there one type of objective that seems to occur more in television ads compared to magazine ads? Does what you observe vary by television program or magazine type? Why do you think this is the case? What have you learned about advertising objectives? Answer in no more than 2 pages.ObjectivesPositioningWhy are Objectives set?Marketing Versus Advertising ObjectivesMarketing ObjectivesMarketing ObjectivesMarketing ObjectivesMarketing ObjectivesAdvertising ObjectivesAdvertising Objectives•• Generally stated in theGenerally stated in thefirm’s marketing planfirm’s marketing plan•• Achieved through theAchieved through theoverall marketing planoverall marketing plan•• Usually include sales,Usually include sales,market sharemarket share•• To be accomplished in aTo be accomplished in agiven period of timegiven period of time•• MeasurableMeasurable•• Derived from the overallDerived from the overallmarketing planmarketing plan•• More narrow thanMore narrow thanmarketing objectivesmarketing objectives•• Based on particularBased on particularcommunications taskscommunications tasks•• Focused on a specificFocused on a specifictarget audiencetarget audience•• MeasurableMeasurablevs.Advertising Objectives• 1961 DAGMAR Model: DefiningAdvertising Goals for MeasuredAdvertising Results• Advertising Goal: A specificcommunication task to be accomplishedamong a defined audience in a givenperiod of timeHierarchy of EffectsActionDesireConvictionComprehensionAwarenessPossible CommunicationObjectives• Awareness:– Brand Recognition, Brand Recall• Knowledge– Understanding of product features, benefits,functions, benefits vs. the competition,position the brand, create an imagePossible CommunicationObjectives• Liking:– Develop new attitude, reinforce existing attitude,change a negative attitude, remind, create favorablebrand interest• Purchase Related Action:– Call for more information, check with a sales person,visit a web site, send for a catalog• Purchase:– Direct response adsAdvertising and Movement Toward ActionConativeRealm of motives.Ads stimulate or directdesires.PurchaseConvictionAffectivePreferenceRealm of emotions.Ads change attitudesand feelingsLikingKnowledgeCognitiveRealm of thoughts.Ads provide information Awarenessand facts.Point of purchaseRetail store ads, Deals“Last-chance” offersPrice appeals, TestimonialsCompetitive adsArgumentative copy“Image” copyStatus, glamour appealsAnnouncementsDescriptive copyClassified adsSlogans, jingles, skywritingTeaser campaignsDeveloping a Positioning StrategyWhat Position DoWhat Position DoWe Have Now?We Have Now?Does Our CreativeDoes Our CreativeStrategyStrategyMatch It?Match It?What Position DoWhat Position DoWe Want To Own?We Want To Own?TheThePositionPositionDo We Have theDo We Have theTenacity To StayTenacity To StayWith It?With It?From Whom MustFrom Whom MustWe Win ThisWe Win ThisPosition?Position?Do We Have theDo We Have theMoney To Do theMoney To Do theJob?Job?Writing a Positioning Statement••••Product NameCategoryBenefitSupportExampleKix (name) is thebreakfast cereal (category)thattastes great and nourishes (benefit)becauseit’s made with toasted corn puffs with nosugar added (support)Positioning Strategies• Position using product characteristicsor benefits• Position by price or quality• Position by use or application• Position by product user• Position by product class• Position using symbols or createdcharacters• Position by competitorPositioning DecisionsIs the Current PositionIs the Current PositionStrategy Working?Strategy Working?Is the SegmentationIs the SegmentationStrategy Appropriate?Strategy Appropriate?TheTheChecklistChecklistHow Strong Is theHow Strong Is theCompetition?Competition?©Are There SufficientAre There SufficientResources ToResources ToCommunicate theCommunicate thePosition?Position?Things that Advertisingcan do:• Move people through a hierarchy towardpurchase• Create Brand Interest• Remind• Create a position• Create good feelings (CognitiveResponse Model)CognitiveResponsesAttitudesProduct/messagethoughtsBrand attitudesExposure toadvertisementSource-orientedthoughtsAd executionthoughtsPurchase intentionAttitude towardthe advertisementA Model of Cognitive Response

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