Page 257 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 14: Measurement of Advertising Effectiveness

14.3 Summary Notes

Russell H. Colley (1961) prepared a report for the Association of National Advertisers
titled Defining Advertising Goals for Measured Advertising Results (DAGMAR). He
developed a model for setting advertising objectives and measuring the results of an ad
campaign.
Colley proposed that communications objectives be based on a hierarchical model with
four stages: awareness, comprehension, conviction and action.

The DAGMAR approach requires that the measurement procedure should also be specified.
There must be a way to determine whether the intended ad message has been communicated
properly to the target audience.

Post-testing is undertaken after the advertising has been run in the media. Most post-
testing methods focus on aided recognition/recall, unaided recognition/recall, attitude
tests, inquiry test and sales tests.

14.4 Keywords

Comprehension: Know facts about the brands like attributes
DAGMAR: Defining Advertising Goals for Measured Advertising Results
Recall: It refers to a measure of the proportion of a sample audience that can recall an ad as
having seen.
Recognition: It refers to whether a respondent can recognize an advertisement as having seen
before.
Inquiry: It refers to checking the effectiveness of ads appearing in various print media on the
basis of which consumers respond by requesting for more information.
Tracking Studies: They are conducted to measure the effects of advertising at regular intervals
and may be applied to both print and broadcast advertisements.

14.5 Self Assessment

State whether the following statements are true or false:
1. The most important objective of any advertising campaign should be to increase sales.
2. Wrong or vague promotional objectives can harm the company in the long run.
3. TRP gives a fair amount of idea about audience exposure to a particular campaign.
4. Pre-testing of advertising campaigns assesses the change in consumer attitude and
awareness.
5. Field tests are often conducted to determine the impact of advertisement on sales.
Fill in the blanks:

6. As per DAGMAR approach, advertising objectives involve a communications task that is
specific and .......................................
7. Four stages in a hierarchical model are: awareness, comprehension, conviction and
.............................................

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