Download PDF by Dutka, Solomon.; Colley, Russell.: DAGMAR, Defining Advertising Goals for Measured Advertising

By Dutka, Solomon.; Colley, Russell.

ISBN-10: 0071397051

ISBN-13: 9780071397056

ISBN-10: 0844234222

ISBN-13: 9780844234229

Degree the consequences and the effectiveness of your ads in achieving advertising and marketing objectives with DAGMAR. comprises up to date study and examples that mirror the newest technological advances in a vast variety of product different types.

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Extra info for DAGMAR, Defining Advertising Goals for Measured Advertising Results 2Nd Ed.

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Some of the principal categories are: Audience Research: in which those exposed to an ad are enumerated. This category includes surveys of the number of people who saw and read ads in print media and the number of viewers or listeners to television programs, radio programs, or commercials. Media Research: in which the size and characteristics of the audience reached by a particular medium are analyzed. Copy Research: in which advertisements are exposed to a representative target audience (readers, viewers, listeners), generally in advance of a full-scale advertising effort, and in which the reactions of that audience are evaluated.

Html[8/11/2009 02:08:06 PM] next page > page_31 < previous page page_31 next page > Page 31 of its segments. Creative marketers/advertisers will often seek to exploit and expand such "niche" markets they have uncovered. Examples of such markets are diet soft drinks, allnatural toothpaste, decaffeinated coffee, fat-free ice cream, low-fat cheese products, and high-fiber cereal. It is difficult to generalize about thousands of advertised products, which include consumer package goods, consumer durables, and industrial goods; hence, a few examples for discussion follow (figures are fictitious).

How many have taken the desired action (made a purchase, visited a dealer, asked for a demonstration, requested literature, or asked a representative to call)? The job of the advertising-marketing planner is determine what is to be measured, leaving methodology to the professional researcher. Some simplified examples will serve to illustrate this "before" and "after" measurement process. html[8/11/2009 02:08:17 PM] next page > page_48 < previous page page_48 next page > Page 48 The purpose of advertising is to bring about a change in a state of mind toward the purchase of a product.

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DAGMAR, Defining Advertising Goals for Measured Advertising Results 2Nd Ed. by Dutka, Solomon.; Colley, Russell.


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