Marketing communications

MC objectives
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“Defining advertising goals to measure advertising results”
The DAGMAR approach of advertising was devised by Russell Colley
Used in advertising to set advertising objectives and goals.

Communications objectives 1
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Category need
Brand awareness: recognition and recall
Brand knowledge / comprehension
Brand attitude

Communications objectives 2
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Brand purchase intention
Purchase facilitation
Purchase
Satisfaction
Brand loyalty

PLC and MC objectives
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INTRODUCTION
Category need, brand awareness, brand knowledge, brand attitude
GROWTH
Brand attitude, brand preference
PLC and MC objectives