Page 124 - DMGT509_RURAL MARKETING

Unit 6: Rural Marketing Research

6.8 Advertising Research and DAGMAR Notes

We have seen that in order to be focused on firm’s overall goals, marketing department has to
play a vital role as the revenue earnings of the firms are mainly from selling of products. Hence,
once the firm’s goals have been formulated the marketing and advertising people set their own
goals and objectives.
Colley found that a relationship between advertising and marketing goals should be considered
and his theory says, that advertising efforts can bring results which can be measured.
DAGMAR’s full form is, “Defining Advertising Goals for Measured Advertising Results.”
An example would make the theory simple to understand.
“There are 20 million scooter owners in India. Out of them only three million accept that four
stroke scooter engine would be more power and fuel efficient. In two years time through
advertising, this figure has to be increased to seven million.”
The simple job of advertising is to:

1. Inform the customers about the firm’s products.
2. Focus on the benefits the customers would derive from using the product, in order to
motivate them into buying the same.
3. To ensure that the firm’s customers stay true to the firm for repeat purchase, advertising is
done to remind the customers.
The objectives of advertising have been discussed earlier. With the changing business
environment, product life cycle shifts, the objectives keep moving too. The DAGMAR theory
needs constant updating and vigilance to be of real value.
Hence, DAGMAR becomes effective only when continuous Advertising Research is conducted
as per requirement.

Self Assessment

State whether the following statements are true or false:
6. Judgment sample is when you decide the sample members on the basis of their value to
the research.
7. Advertising research is a part of marketing research, confined to development of advertising
plan.
8. Segregating the universe geographically could make cluster sample.
9. The DAGMAR theory needs constant updating and vigilance to be of future value.
10. Marketing research tells the advertisers about the type of creativity.
Multiple Choice Questions:
11. A firm planned to start manufacture of Fax machines in India in:

(a) 1985 (b) 1980
(c) 1988 (d) 1990
12. Selecting research sample needs knowledge of market, the universe and quantitative:
(a) techniques (b) rule
(c) format (d) respondent

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