ADM 3326 Chapter Notes - Chapter 5-8: Communication Problems, Dagmar Marketing, Milkshake

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: Michael Guolla

Document Summary

A(cid:374) app(cid:396)oa(cid:272)h to setting advertising objectives developed by russell colley (defining advertising goals for measured. A communication task, as opposed to a marketing task, can be performed by, and attributed to, advertising rather than to a combination of several marketing factors. Dagmar emphasized the value of using communication-based rather than sales-based objectives to measure advertising effectiveness and encouraged the measurement of stages in the response hierarchy to assess a campaign"s impact. Colley"s work improved the advertising and promotional planning process by providing a better understanding of the goals and objectives toward which planners" efforts should be directed. Many promotional planners use the general idea of this model as a basis for setting objectives and assessing the effe(cid:272)ti(cid:448)e(cid:374)ess of thei(cid:396) p(cid:396)o(cid:373)otio(cid:374)al (cid:272)a(cid:373)paig(cid:374)s. (cid:863) First figure is positioned by attributes, the second by benefits. Review brand positioning strategy: positioning by end benefit, etti(cid:374)g the (cid:271)(cid:396)a(cid:374)d apa(cid:396)t f(cid:396)o(cid:373) the (cid:272)o(cid:373)petito(cid:396)s o(cid:374) the (cid:271)asis of the spe(cid:272)ifi(cid:272) (cid:272)ha(cid:396)a(cid:272)te(cid:396)isti(cid:272)s o(cid:396) (cid:271)e(cid:374)efits offered.