Figure 4.1: Stages in DAGMAR model Source: http://3.bp.blogsport.com Under the DAGMAR approach specifies the qualities of good objectives. The good advertising objectives involved a communications task that is speciﬁc, realistic and measurable. The good objectives also have a well defined target audience. The basis for setting up of objective is through a market research done to establish a benchmark of the present …show more content…
The DAGMAR model also have some problems and not been totally accepted by everyone in the advertising field. Among the problems are
a) Problems with the response hierarchy DAGMAR approach is based on the hierarchy of effects model. In actual the consumers may not follow the same sequence of communications effects before making a purchase. For example action is preceded the attitude formation and comprehension with the desire purchase of a low involvement product.
b) Sales Objectives The end result expected of marketing is increased sales and thus this is the only metric that can be used to measure the effectiveness of a promotional campaign. The completion of promotional campaign may not result in purchases. In this model the sales of the product which sales oriented company needs are not included.
c) Practicality and Costs Difficulty in implementing and very costly due to extensive research is required for setting quantitative targets and measuring them. For example, analyzing levels of comprehension and preference and convert the audience into formats that are going to be of direct benefit to them and their organizations is time consuming and …show more content…
Therefore the creativity talent of advertisers in DAGMAR approach reduced due to having more responsibility. For example, the promotional campaigns that have music and warm human visuals are loved by audience but it would fail to meet the company’s standard. Thus a wonderful campaign would be assessing on wrong criteria.
4.5 Establishing and Allocating the Promotional Budgeting
The decision to spend little or more money by organization will have a direct impact on the success or failure of the communications programs. Budgeting decisions are not made in isolation and require an interactive process in which the communications objectives must be taken into concern. Budget directly affects the promotional mix plans that are to be implemented. Therefore the size and the way the budget will be allocated must be given much consideration because all the organization have limited amount of budget towards the promotional programs.
4.5.1 Establishing the