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3 Increase in advertisement.
3 Competition
3 Spending pattern of an individual.
3 Segmented market
Complex marketing situations, conflicting
perspectives regarding what advertising
and other promotional mix elements are
expected to accomplish and uncertainty
over resources make the setting of
marketing communication objectives.
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

   


enerate more sales´
Œ

 

3 Co.¶s do recognize the value of setting
specific objectives for advertising and
promotion
3 Advertising and promotion objectives are
needed for several reasons, including
± Communications.
± Planning and Decision Making.
± Measurement and Evaluation of Results.
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3 Is based on thorough situation analysis that

identifies the marketing and promotional
issues facing the Company or Brand
-
   



-

are generally stated in the
firm¶s marketing plan and are statements of what
is to be accomplished by the overall marketing
program within a given time period.
They are usually defined in terms of specific
measurable outcomes like sales volume, market
share, profits or return on investment.
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are statements
of what various aspects of the IMC program
will accomplish.
3 Delivering appropriate message to the
target audience.
3 Product and its main features.

3 Appropriate market segment.

3 Creative positioning.
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   






 
· For many
managers, sales is the only objective for
their promotional program.

 


. Effects of advertising often occurs over an
extended period.
. Poor sales results can be due to many
other reasons like product design, quality,
packaging, distribution or else pricing.
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Î
   

 



  
 





 
  








 

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Includes advertising and other promotional
efforts that are designed to achieve brand
knowledge, interest, favorable attitudes and
image, purchase intensions etc.
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 V

D  
 -    


 
     
 


 


 
   Point of purchase
The realm of motives· Retail store ads
Ads stimulates or direct Deals last Chance´ offers
desires Price appeals
 


Confidence,
assurance)

 Competitive ads
The realm of emotions·   
Ads change attitudes and
feelings






 !  Announcements
The realm of thoughts· Classified ads
Ads provide information and Slogans
facts   Jingles etc
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 V


 













  

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3 Too difficult to translate a sales goals into
a specific communications objectives.
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-    






3 Developed by Russell Colley,
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" -


D#
This model was developed to set advertising
objectives and measuring the results of an ad
campaign.
Under DAMAR approach, an advertising goals
involves a 

  that is specific
and measurable and is based on the following
process with four stages·
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3  · making the consumer aware about

the brand or the Company
3   
 · Developing an
understanding of what the product is and what it
will do for the consmers.
3  

 · Developing a mental disposition in
the consumer to buy the product.
3 
 · getting the consumer to purchase the
product.
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- 

. Concrete, Measurable task.
. Target Audience

. Benchmark and Degree of Change sought

. Specified time period.




  "- D

. Problem with response hierarchy.
. Sales Objectives.
. Practicality and costs.
. Inhibition of creativity(pressure on the people
responsible for ad)
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3 Advertisers and agencies fail to follow basic
principles.
3 Most of the advertisers do not set concrete
advertising objectives.

3 I

  $
 

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