Page 247 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 14: Measurement of Advertising Effectiveness

model for setting advertising objectives and measuring the results of an ad campaign. According Notes
to this model, communications effects are the logical basis for setting advertising objectives and
goals against which results should be measured. In Colley’s words:
“Advertising’s job, purely and simply, is to communicate to a defined audience information and a frame of
mind that stimulates action. Advertising succeeds or fails depending on how well it communicates the
desired information and attitudes to the right people at the right time and at the right cost.”
According to DAGMAR approach, advertising objectives involve a communications task that is
specific and measurable. Colley proposed that communications objectives be based on a
hierarchical model with 4 stages:

1. Awareness: Involves making target audience aware of the existence of the brand or company.
2. Comprehension: The purpose is to develop an understanding among audience of what the
product is and what it would do for them.

3. Conviction: The objective is to create a mental disposition among target audience members
to buy the product.
4. Action: To motivate target audience to purchase the product or service.

Behavioural Steps towards Advertising
dimensions purchase for various stages

Conative Purchase POP advertising
The realm of motives Testimonials
Ads stimulate or Price/quality appeals

direct desires

Conviction

Affective Preference Comparative ads

The realm of emotions, Argumentative copy
attitudes, and feelings

“Image” copy. Status,

Liking
glamour appeals
Cognitive Descriptive copy

Knowledge
The realm of thoughts Slogans, jingles, etc.
Awareness Ad repetition, teaser ads

Did u know? There are no significant differences between Colley’s proposed model and
other important hierarchy-of-effects models. According to Don E. Schultz, Dennis Martin,
and William Brown, the Lavidge and Steiner hierarchy of effects model is preferable as it
is more specific and offers a better way to establish and measure results. Colley also
developed a checklist of 52 specific advertising tasks to establish objectives.
Another important contribution of DAGMAR was its ability to clarify what constitutes a good
objective. According to Colley, the objectives should have the following features:
Stated in terms of concrete and measurable communications tasks
Specify a target audience

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