DAGMAR

Applications and
Criticisms

AVNI AGARWAL
AYUSH KHANDELWAL

2014068
2014069

BUSHRA ZAIDI

2014075

NIHAL DALAL

2014080

CHINMAY ATRE

2014333

INTRODUCTION

D-Defining

A- Advertising

G- Goals for

M- Measured

A- Advertising

R- Results

HISTORY

Founder: Russell Colley, 1961

Long-established method.

Advertising means Communication, not Selling.

Four levels of understanding

Awareness- Making the consumer aware of the

product or company existence.

Comprehension- Usage of the product.

Conviction- Convincing the consumer to purchase.

Action- Actual purchase.

Characteristics of
Objectives
Concrete and measurable

Characteristics of
Objectives

Target Audience

Characteristics of
Objectives

Benchmarking

Characteristics of
Objectives

Intensive Media
Awareness during IPL
season

Refrigerator

Interio

Specified Time Period

Applications of DAGMAR

Does achieving communication

objectives lead to an increase in sales?

MAY BE OR MAY BE NOT!

Changing the Brand Image to Make Friends and

Increase Sales

Current Situation

Molson Canadian saw its market share in the

U.S drop during 1990s by 50% largely due to
lack of attention from Miller brewing company
which owned the rights to the product in the
U.S

To save the brand Molson brought back the

rights from Miller and embarked on a
communication strategy to reposition Molson
Canadian.

Target
Market
(21-27)

Watched
men
drank

Where
the beer
was
placed?
Friday
Night?

Wednesd
ay night?

Why men go Bars/Clubs?

What they concluded?

Guys go to bar to meet women and beer is used as a

signal to make them more attractive to the opposite
sex.

Beer labels are a badge to show who they are.

But Unfortunately the brand has no badge for

Molson.

Two Goals
1.

Make the label mean something

2.

Give it relevance to males by helping them

build confidence and succeed in their quest to
meet women.

What they did?

A second label was added to the bottles to serve as a

signaling device to women by communicating
something about the bottle.

232 different labels were developed

Twin label effort was supported by an advertising

campaign called Friends which suggested that men
must save those labels to use the next time they buy
woman a drink.

TVC with tagline Let your Molson do the talking

Beer drinkers were asked to finish the following

sentence, Molson is for_____________

After Six months

23% increase among those who said Young

people in their 20s

36% increase among those who said Guys who

go out on the town a lot

Number of men who want to try Molson once

increased by 26%

But what about Sales?

Guess?

Sales increased by somewhere between

32.5% and 48%a result of the campaign

CAPP

Hierarchy-of-effect model

Which Hierarchy level ?

Criticisms

Restrictions on creativity

Short-term accountability

Problems with attitude-behavior relationship

Sales objectives

Practicality

Costly

Time

Difficulty in measuring benchmark

Advantages

It defines advertising goals and measures their results.

Makes it easier for a business to construct a successful advertisement.

Helps identify areas where a firm is more competent than competitors.

Can identify areas which need to be improved, especially if competitors

are able to perform them better (such as promotional campaigns,
distribution channels or product features).

Can identify new ventures, which may gain a competitive advantage,

such as new markets.

Businesses can create strategies in order the minimise the affect of

such threats

If a firm is losing customers in certain markets, it could carry out market

research or increase promotion.

Disadvantages

It is rare for a single advert to have the power to move

customers from complete unawareness to action.

Assumes that all consumers react in the same way to

advertising

Many factors are vulnerable to change, so information

may not be useful for long periods

Can be time consuming to conduct.

Thank you