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DAGMAR APPROACH
Definition: - Define advertising objective measuring advertising results.
Hierarchy- of effective model
1) Awareness: - Making the consumer conscious of the existence of the brand or company.
New features are added in already existing products.
Product initiates for the first time.
2) Comprehension: - Next objective must be to develop an understanding of
What the product is and what it will do the customer that is how it will satisfy the needs of customer.
3) Conviction: - Persuading the consumer to by the product.
Developing a mental disposition to purchase the product that is a belief that this product can best satisfy the customers need.
4) Action:- Getting the consumer to actually purchase the product.
Draw the typical profile(s) of Shoppers’ Stop customer segmen
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How should Shoppers? Stop develop its demand forecasts? Caselet 2 The
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What is comprised in green or environmental marketing? Green or environmental marketing comprised all activities designed to generate and assist any exchanges intended to sat
Brand building process: Having understood the basis of the brand equity, let us now turn to the brand building process. As we saw earlier, brands are built over a period of t
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