The document discusses how to measure the effectiveness of advertising messages and campaigns. It introduces the DAGMAR model, which suggests advertising should move consumers through four stages: from unawareness to awareness of a brand or product, to comprehension of what it is and its benefits, to conviction to buy it, and finally to action of purchasing it. The document then outlines how DAGMAR can be used to set measurable advertising objectives and evaluate performance at each stage, including benchmarking awareness levels and targeting specific audiences and time periods.

1. IMC -Prof. Rajesh Satpathy

2. How do we Measure Advertising Messages?
Advertising is often a significant portion of the operating budget of
small and large businesses, which is why measuring its effectiveness
is so important. Measuring involves finding out how often people
are viewing a company's ads and if the core messages of these ads
is registering with the target demographic segment.
According to the Association of Magazine Media, companies canAccording to the Association of Magazine Media, companies can
measure the effectiveness of their advertising by comparing results
against objectives and by calculating the return on investment.

3. How do we Measure Advertising Messages?
Performance
Measuring advertising performance involves tracking ad campaigns
to see if the advertisements are running as expected and the media
platforms are delivering to the projected audience.
For example, if a small business is running radio ads for a new
product, it should verify that the ads are running in the scheduledproduct, it should verify that the ads are running in the scheduled
time slots and that there is an appropriate separation from the
competitors' ads. A simple way to determine an advertising
message's reach is to multiply the circulation or audience by the
number of advertisement insertions, broadcasts or displays. If the
result falls short of expectations, a marketing manager may have to
change the advertising media mix, messaging or do both.

4. How do we Measure Advertising Messages?
Return on Objectives
Companies can measure the "return on objective" in several ways. If
the objective is to change consumer behavior, a company could
conduct a telephone or online survey to track brand awareness,
ability to recall advertising messages and purchase intent.
For example, a pharmaceutical company could ask citizens if theyFor example, a pharmaceutical company could ask citizens if they
have seen ads for the company's new hypertension drug and if they
can remember what the ads say. Companies could also measure the
response to advertising messages by calculating changes in website
visits, clicks on Internet ads, store traffic and sales. For example, a
retailer could measure the change in store traffic after a newspaper
ad to see if it meets the objectives. If not, the message, the
advertising medium or both may need to change.

5. How do we Measure Advertising Messages?
Return on Investment
"Return on investment" is the incremental sales growth for each
rupee of advertising spending. A high return usually means that the
advertising strategy is working, while a low or negative return may
require a re-evaluation of the marketing strategy.
A company may need to change its core message or advertise on
several media platforms to improve the effectiveness of its
advertisements.
For example, even a small shift in the ad budget from radio to
television or from print magazines to the Internet may improve the
return on investment.

6. How do we Measure Advertising Messages?
Considerations
Companies can measure the effectiveness of online advertisements
in different ways, such as tracking the number of clicks on their
Internet ads, social media "conversations" referring to particular ads
and website visits.
Companies can also measure the effectiveness of their billboard adsCompanies can also measure the effectiveness of their billboard ads
using surveys or measuring changes in store traffic. Billboard ads
are effective because people tend to remember the names of
stores, restaurants and specific events they see on these ads,
according to a 2009 survey by Arbitron, a market research company.

7. DAGMAR
Russell Colley (1961) developed a model for setting advertising
objectives and measuring the results. This model was entitled
‘Defining Advertising Goals for Measured Advertising Results-
DAGMAR.’
DAGMAR model suggests that the ultimate objective of advertising
must carry a consumer through four levels of understanding: frommust carry a consumer through four levels of understanding: from
unawareness to Awareness- the consumer must first be aware of a
brand or company Comprehension- he or she must have a
comprehension of what the product is and its benefits; Conviction-
he or she must arrive at the mental disposition or conviction to buys
the brand; Action- finally, he or she actually buy that product.

8. DAGMAR

9. DAGMAR
Advertising objective is to carry a consumer through four levels of
understanding and according to DAGMAR, each purchase prospect
goes through 4 steps:
1. From unawareness to awareness - consumer must be aware of
product or company or companies’ offeringproduct or company or companies’ offering
2. Comprehension - what the product is and its benefits,
3. Conviction - mental conviction to buy the product, and
4. Action - finally buy the product.

10. Communication Process in DAGMAR Approach
1. Awareness
Before the purchase behavior is expected from target audience it is
necessary to make the audience aware with the product or
company. The initial communication task of the advertising activity
is to increase the consumer awareness of the product or offer.
2. Comprehension2. Comprehension
Only Awareness is not be sufficient to stimulate a purchase,
sufficient knowledge and information about product or organization
is necessary. This step involves the target audience to learn
something about product, organization, or offer. Here
communication task of advertising activity is to make consumer
learn about product - product characteristics, benefits, or uses.

11. Communication Process in DAGMAR Approach
3. Attitude or Conviction
At this step a sense of conviction is established. By creating interest
and preference, buyers are moved to a position where they are
convinced that a particular product in the class should be tried at
the next opportunity. At this step communication task of advertising
activity is to mould the audience’s beliefs about the product and
this is often done through messages that demonstrate the product’sthis is often done through messages that demonstrate the product’s
superiority over a rival or by talking about the rewards as a result of
using the product.
4. Action
Finally, communication must encourage buyer to engage in
purchase activity.

12. Communication Process in DAGMAR Approach
Awareness:
Awareness of the existence of a product or organization is
necessary before the purchase behavior can be expected. Once the
awareness has been created in the target audience, it should not be
neglected. If there is neglect, the audience may become distracted
by competing messages and the level of awareness of focus productby competing messages and the level of awareness of focus product
or organization will decline.
Awareness needs to be created, developed, refined or sustained,
according to the characteristics of the market and the particular
situation facing an organization at any one point of time.

13. Communication Process in DAGMAR Approach
Sustain current
levels of
awareness
Refine awareness
Involvement
High Low
High
Awareness Grid
Build awareness
quickly.
Create association
of awareness of
product with
product class need
Awareness
Low

14. Communication Process in DAGMAR Approach
Buyer experiences high involvement:
Is fully aware of a product’s existence, attention and awareness
levels need only be sustained and efforts need to be applied to
other communication task. Sales promotion and personal selling are
more effective at informing, persuading and provoking consumption
of a new car once advertising has created the necessary levels ofof a new car once advertising has created the necessary levels of
awareness.
Eg. The LG golden eye ads that are repeatedly shown in spite of high
awareness to ensure top of mind awareness and retain the existing
awareness levels.

15. Communication Process in DAGMAR Approach
Where low levels of awareness are found, getting attention needs
to be the prime objective in order that awareness can be developed
among the target audience.
Eg. Sahara Homes ad that features Amitabh Bachhan saying “ jahan
base Bharat”. Awareness level is low, however it is a high
involvement decision. Thus adequate attention is required andinvolvement decision. Thus adequate attention is required and
awareness levels are raised with use of well-known and trusted
celebrities.

16. Communication Process in DAGMAR Approach
Buyer experiences low involvement:
If buyers have sufficient level of awareness, they will be quickly
prompted into purchase with little assistance of the other elements
of the mix. Recognition and brand image may be felt by some to be
sufficient triggers to stimulate a response.
The requirement in such a situation would be to refine and
strengthen the level of awareness so that it provokes interest and
stimulates greater involvement during recall or recognition.

17. Communication Process in DAGMAR Approach
Eg.: Parle G ad that talks about it being the largest seller “ Duniya ka
sabse Zyada bikne waala biscuit”. Parle G as a brand already enjoys
high levels of awareness and requires low involvement decision,
thus communication is mainly intended to refine awareness.
If buyers have low level of awareness, the prime objective has to be
to create awareness of the focus product in association with theto create awareness of the focus product in association with the
product class.
When Mosquito coils were popular in use and then the different
repellants entered the market, awareness had to be created about
their benefits and use.

18. Communication Process in DAGMAR Approach
Comprehension:
Awareness on its own may not be sufficient to stimulate a purchase.
Knowledge about the product or the organization is necessary. This
can be achieved by providing specific information about key brand
attributes.
In attempting to persuade people to try a different brand of water,
it may be necessary to compare the product with other mineral
water products and provide an additional usage benefit, such as
environmental claims.
Eg. The ad of Ganga mineral water, featuring Govinda, which
banked on the purity aspect. They related the purity of the water
with that of river Ganga.

19. Communication Process in DAGMAR Approach
Conviction:
The next step is to establish a sense of conviction. By creating
interest and preference, buyers are moved to a position where they
are convinced that a particular product in the class should be tried
at the next opportunity.
To do this, audience’s beliefs about the product have to be moulded
and this is often done through messages that demonstrate the
product’s superiority over a rival or by talking about the rewards as
a result of using the product.
Eg. Many ads like Thumbs Up featured the reward of social
acceptance as ‘grown up’. It almost hinted that those who preferred
other drinks were kids.

20. Communication Process in DAGMAR Approach
Action:
Communication must finally encourage buyers to engage in
purchase activity. Advertising can be directive and guide the buyers
into certain behavioral outcomes,
Eg.: Use of toll free numbers, direct mail activities and reply cardsEg.: Use of toll free numbers, direct mail activities and reply cards
and coupons. Tupperware, Aqua Guard, are famous in Indian cities
as a result of its personal selling efforts.
For high involvement decisions, the most effective tool in the
communication mix at this stage in the hierarchy is personal selling.
Through the use of interpersonal skills, buyers are more likely to
want to buy a product than if personal prompting is absent.

21. Communication Process in DAGMAR Approach
Characteristics of DAGMAR
A major contribution of DAGMAR was Colley’s specification of what
constitutes four good objective.
Concrete and measurable- the communications task or objective
should be a precise statement of what appeal or message theshould be a precise statement of what appeal or message the
advertiser wants to communicate to the target audience.
Furthermore the specification should include a description of the
measurement procedure.

22. Communication Process in DAGMAR Approach
Target audience- a key tenet to DAGMAR is that the target audience
be well defined. For example –if the goal was to increase
awareness, it is essential to know the target audience precisely. The
benchmark measure cannot be developed without a specification of
the target segment
Specified time period- a final characteristic of good objectives is theSpecified time period- a final characteristic of good objectives is the
specification of the time period during which the objective is to be
accomplished, e.g. 6months, 1 year etc. With a time period
specified a survey to generate a set if measures can be planned and
anticipated.

23. Communication Process in DAGMAR Approach
Benchmark and degree of change sought- another important part
of setting objectives is having benchmark measures to determine
where the target audience stands at the beginning of the campaign
with respect to various communication response variables such as
awareness, knowledge, attitudes, image, etc.
The objectives should also specify how much change or movementThe objectives should also specify how much change or movement
is being sought such as increase in awareness levels, creation of
favorable attitudes or number of consumers intending to purchase
the brand, etc. a benchmark is also a prerequisite to the ultimate
measurement of results, an essential part of any planning program
and DAGMAR in particular.

24. Communication Process in DAGMAR Approach
Written Goal- finally goals should be committed to paper. When the
goals are clearly written, basic shortcomings and misunderstandings
become exposed and it becomes easy to determine whether the
goal contains the crucial aspects of the DAGMAR approach.

25. Thank You!