Amity Business School

SETTING ADVERTISING

OBJECTIVES
BY:
Ravi Prakash D 34
Sanket Khurana D 57
Ankur Dubey D 32
 Function of objectives Amity Business School

• Communication and Coordination

• Provide a criterion for decision making

• Evaluate results
 Amity Business School

• Objectives must flow from a clear

positioning statement
positioning Amity Business School
 Amity Business School

• Objectives must address a communication

task
– Raise awareness
½ paisa MTS
– Shape attitudes
e.g Tata Tea
– Enhance recall

– Motivate action
 Amity Business School

• Advertising objectives do not address

sales goals
• Others factors that influences sales are:-
• Price
• Distribution
• Packaging
• Product features
• Competition
• Consumer Taste
 Amity Business School

• What does the market know about the

advertiser?

• Where is the advertiser on the “awareness

curve”?”
 Amity Business School

• Identify the target audience

• New customer from other brands

• New customer from other categories

• Increasing share of requirements (SOR)

 Amity Business School

• Increasing brand loyalty

• Reducing Attrition

• Price Elasticity

• Increasing usage
 Amity Business School

• Increasing brand awareness

• Brand Comprehension

• Brand image and personality

• Brand Attitude

• Associate feelings with brand

 Other objective Amity Business School

• Increase customers
• Increase total demand
• Attracting non users
• Prevent switching
• Generate interest in a product which has
reached maturity
• Approach former users
• Wooing customer’s brand
• Positioning as
• Repositioning
 Amity Business School

• Objectives allow the advertiser to measure

the effectiveness of advertising
• Without objectives, one does not know
whether advertising is accomplishing
anything
• From advertising objectives will flow
strategy
• Strategy is a plan for achieving the
objectives
 Amity Business School

• A company that advertises usually strives

to achieve one of four advertising
objectives:
• Trial
• Continuity
• Brand switching
• Switchback
 DAGMAR Approach for settingAmity Business School

Advertising Objectives
Defining Advertising Goals for Measured
Advertising Results
• Emphasizes on communication task
• Used for setting advertising goals and
objectives
• Based on hierarchical model of
communication
Amity Business School
Amity Business School
 Amity Business School

• Functions of advertisement
• To inform
• To Persuade
• To Remind