With realistic goals for advertising, you can satisfy both, those who are investing in the advertising and those who are creating it.
Almost every person involved with advertising wants to measure their advertising results. Those who pay the bills want to know the return on their investment, and those creating the advertising want to demonstrate that their work is effective. Research efforts on the part of advertisers, ad agencies, and the media have helped quantify the results of advertising. But most continue to face basic questions such as: Does your Advertising work? How hard does it work? What specifically does it do for your business? Should I increase, maintain, or decrease spending? What's the best message I can put in my advertising?
There are no easy answers to these questions. Solutions are a mixture of science and art.
Failure sometimes occurs even before the process starts because companies are confused by the apparent similarity between the purpose of advertising and marketing. Both are meant to encourage consumers to purchase products and services, however, there is a fundamental difference between the two.
[...] Noise in the system: DAGMAR assumes that the awareness and liking of the brand can be achieved through advertising alone. But the underlying fact is that there are many other variables such as competitive promotion, unplanned publicity, word of mouth, simple discussion with peers, new paper articles etc all create awareness of the brand. Thus there are many other elements other than advertising in the hierarchy chain that create awareness. Inhibiting great idea: The more defined and concrete objective of the client brief, the less creative the advertisement will be, as a result, the effectiveness of the advertisement is reduced. [...]
[...] As an example of what the table says, consider trying to change the attitude of a customer who is very involved in the product and appears susceptible to rational persuasion. You should use multiple facts, expert and credible sources, scientific evidence, etc. By looking at this table you can easily see how so many companies (especially Internet companies) who try to make fun ads with lots of music are assuming they are selling a low-involvement product to people who want an emotional appeal. [...]
[...] company record in other fields New Products Consider Explain basic benefits PEPSI AHA aimed at to Competitors competitors and overcome advertising itself in Customers media established goodwill. bars in order to switch patterns the alcohol drinkers to use Pepsi Aha instead of Thumbs Up as their mixer in the drink. COMMUNICATION OBJECTIVES The starting point is an audit of all the potential interactions target customers may have with the product and the company. For example, someone interested in purchasing a new computer would talk to others, see television ads, read articles, look for information on the intranet, and observe computers in a store. [...]
[...] If I want to have a shot in the cola industry, I need to change some attitude, and advertising is the way to do it. When changing attitudes through advertising, there are many factors to consider. One must choose: a source who is attractive to the target audience, a message that will break through the clutter, and a channel that will maximize comprehension. Television gives us more information than any other medium. It is where we go when we want information on breaking news, and it gets more credibility ratings than newspaper. [...]
[...] Stage in PLC: New products typically receive large advertising budgets to build awareness and to gain consumer trial. Established brands are usually supported with lower advertising budgets as a ratio to sales. Market Share and Consumer base: high-market-share brands usually require less advertising expenditure as a percentage of sales to maintain their share. To build share by increasing market size requires larger advertising expenditures. Additionally, on a cost-per- impressions basis, it is less expensive to reach consumers of a widely used brand them to reach consumers of low-share brands. [...]
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