Слайд 2MC objectives
*
“Defining advertising goals to measure advertising results”
The DAGMAR approach of
![MC objectives * “Defining advertising goals to measure advertising results” The DAGMAR](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/1126007/slide-1.jpg)
advertising was devised by Russell Colley
Used in advertising to set advertising objectives and goals.
Слайд 3Communications objectives 1
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Category need
Brand awareness: recognition and recall
Brand knowledge / comprehension
Brand attitude
![Communications objectives 1 * Category need Brand awareness: recognition and recall Brand](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/1126007/slide-2.jpg)
Слайд 4Communications objectives 2
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Brand purchase intention
Purchase facilitation
Purchase
Satisfaction
Brand loyalty
![Communications objectives 2 * Brand purchase intention Purchase facilitation Purchase Satisfaction Brand loyalty](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/1126007/slide-3.jpg)
Слайд 6*
INTRODUCTION
Category need, brand awareness, brand knowledge, brand attitude
GROWTH
Brand attitude, brand preference
PLC and
![* INTRODUCTION Category need, brand awareness, brand knowledge, brand attitude GROWTH Brand](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/1126007/slide-5.jpg)
MC objectives