Anticipating consumer needs e.g. DAGMAR Flashcards
What does DAGMAR stand for?
Defining Advertising Goals for Measured Advertising Results
What is the purpose of DAGMAR?
To formulate a strategy for a promotional campaign.
What happens at the DAG stage?
The business firstly needs to decide what the goals of the campaign are (not objectives).
-E.g. inform customers of the benefits of a new product.
What happens at the For stage in DAGMAR?
This is the making of the campaign. The business ensures that the promotional campaign is planned with the goals from DAG stage in mind, so that the customer gains the required understanding.
What happens at the MAR stage?
The business measures the success against previously set criteria (likely objectives). The business compares it to other more strategic objectives and not the goals as the campaign was designed with the goals in mind so they should be achieved.
- E.g. an increase in market share.
What does AIDA stand for?
Attention, Interest, Desire, Action
What is AIDA?
A promotional model applied specifically to advertising (i.e. TV adverts + leaflets).
What does AIDA represent?
The steps which the viewer/consumer of the material must travel through if the marketing department is to convince them to buy their product/service.
How does AIDA work - how is it used?
Used to plan advertisements as it considers the impact of each element of AIDA on the person being exposed to the material.
- Can also be used as a checklist.
How does AIDA work - in theory what happens if the cycle is broken?
If the cycle is broken at any point, the advertisement will not result in a purchase, so the marketing can be deemed unsuccessful.
- E.g. if the advert fails to generate a desire to purchase it.
What makes AIDA ineffective?
If customers don’t take action.