Communication objectives are 3
Creativity (Creative idea)
Type of advertising vary depending on
DAGMAR MODEL OF COMMUNICATION OBJECTIVES
Message strategy is important because it has to convince. It is also importante since
Campaign development involves these stages:
Advertising is
Creativity (Creative brief)
Sender (can be the manufacturer, a colleective advert, retailer, cooperativw advertising or idea advertising), Receiver (consumer or B2B), Message (informational, trnasformational, insitutional, selective vs generic, theme vs action) and Media (audivisual, print, poin of purchase, direct)
The Creative _____ shows information on target group, advertising objectives and message strategy + background information of the product. It is the direction for the team
The Creative ____ is though to produce goal directed and problem solving advertisings and commercials
1. Marketing strategy 2. Advertising strategy 3. Creative strategy 4. Media strategy 5. Alternatives 6. Implementation 7. Campaign evaluation
9 communication objectives. Category need, brand awareness, brand knowledge, brand attitude, brand purchase intention, purchase facilitation, purchase, satisfaction, brand loyalty
knowing problems, preferences and aspirations could be essential. It is also important because it does not have to confuse consumers. The objetctive of M:_____ S____ is to see/hear, feel, think/understand, connect, believe, act/do
Reach target groups in effecient and effective way, Process goas and conditions and Effectiveness which is the most important since reach only assures sufficient exposure and process ensures the message
paid, non personal communication through various media by businesses, non profit organizations and individuals who are identified in the advertising message and who hope to inform and persuade a particular audience
