Brand Power
This creates a recognizable identify for a company or product.
What is Branding?
Standing out from competitors
Focuses on Business Outcomes ex: Increase sales and market share
In the first DAGMAR stage, the audience has heard of the brand.
What is awareness?
Nike came back to this major sporting event after 20+ years.
What is the Super Bowl?
Builds consumer trust & loyalty
What is Brand Equity?
Unique character and emotional appeal
What is Personality?
Builds awareness and created positive attitudes
What are Advertising Objectives
In this DAGMAR stage, the audience knows that the offering is.
What is comprehension?
Instead of focusing on product features, the campaign used sports action, prominent athletes, and this kind of storytelling.
What is Emotional Story Telling?
Brand Equity Increase ____
What is willingness to pay premium prices?
Reliable and consistent identity.
What is Consistency?
These objectives focus on communicating with consumers
What are advertising objectives?
Put the four DAGMAR stages in order from first exposure to purchase.
What are awareness, comprehension, conviction, and action?
What is Conviction?
Finish the quote: "People don’t buy things because of what they do. ___________________"
What is "They buy things because of what they mean.”
Building trust and credibility
What is Accountability?
A company sets a goal to increase its market share by 15 percent during the next year.
What is a marketing objective?
What does DAGMAR stand for?
What is Defining Advertising Goals for Measured Advertising Results?
Nike created the “So Win” campaign after relying too heavily on this type of marketing, which focuses on generating quick clicks and purchases.
What is performance marketing?