DAGMAR, Defining Advertising Goals for Measured Advertising Results 2Nd Ed.

DAGMAR, Defining Advertising Goals for MeasuredAdvertising Results 2Nd Ed......Page 2
CONTENTS......Page 6
FOREWORD......Page 13
ABOUT THE AUTHOR......Page 14
INTRODUCTION......Page 15
PART ONE                 
THE POWER OF AN OBJECTIVE......Page 17
1.
Advertising Results Can Be Measured......Page 18
2.
Distinguishing Advertising From Marketing Objectives......Page 20
3.
Advertising Goals Defined And Illustrated......Page 21
4.
Why Not Use Sales Results As A Yardstick Of Advertising Performance?......Page 26
5.
Put It In Writing......Page 30
6.
Principles......Page 31
7.
What Are The Benefits?......Page 33
PART TWO              
HOW TO GO ABOUT THE JOB OF DEFINING ADVERTISING GOALS......Page 37
8.
The First Step In Advertising Management......Page 38
9.
Inside-Out And Outside-In Information......Page 41
10.
Information Needed To Define Advertising Goals......Page 43
11.
Who Buys?......Page 45
12. Why Do They Buy?
......Page 49
13. What's The Message?
......Page 51
14.
Buying Attitude Benchmark......Page 54
PART THREE             
THE MEANING OF MEASURED ADVERTISING RESULTS......Page 57
15.
The Meaning Of Measured Advertising Results......Page 58
16.
Four Stages Of Commercial Communication......Page 61
17.
Measuring Penetration Of The Key Advertising Message(S)......Page 65
18.
Can It Be Measured?......Page 70
19.
Tracking Advertising Performance......Page 71
PART FOUR
ADVERTISING'S PURPOSE IN YOUR BUSINESS......Page 74
20.
Understanding Advertising's Purpose......Page 75
21.
What Is Advertising?......Page 77
22.
How The Advertising Process Works......Page 81
23.
Marketing Mix In Action......Page 90
24.
Which Of These 52 Advertising Tasks Are Important In Your Business?......Page 96
PART FIVE                    
BRIEF EXAMPLES ILLUSTRATING THE DEFINITION OF ADVERTISING GOALS......Page 106