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IMC objectives using the DAGMAR theory (Two Target Markets)

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29Jan 2022 by

Learning to write IMC objectives using the DAGMAR theory is critical to your success in this course. We all know that objectives should be SMART, but we have to expand on those criteria when writing IMC objectives. Before beginning this assignment, thoroughly review the case study presented below.

You are the IMC Manager for ClearView Audio. Your Chief Marketing office has just handed you the proprietary new product information
 for a speaker being launched in June 2021. Other marketing teams from the research, product, price, and place divisions have already provided information for the marketing plan. It reads as follows:
________
            With a style fit for any interior design, Clio produces excellent stereo sound from an ultra-thin (1mm thick), transparent, and gracefully curved acrylic glass membrane. An award-winning design, it is available in three finishes. It is suitable for home or office, weighing only 
1.5 pounds. It can be paced on any flat surface and will sound beautiful.
            Edge Mootion sound technology speakers user peize-electric actuators to stimulate the side of the speaker to produce crystal clear 360-degree, room-filling, panoramix sound for any type of music or movie soundtract. Even though it uses the latest technology, it is
 compatible with most iOS and Android devices. It even remembers up to 16 different Bluetooth wireless devices.
            The Clio is suitable for anyone who wants great stereo sound without needed huge stereo speakers. The demographic groups most likely to buy premium speakers include men (currently make up 62% of premium speaker purchases), adults ages 18-34, households with incomes greater than $75,000, and parents with children living at home. Currently, 20% of the United States market is aware that the Clio is being launched. On average, 42% of Americans believe that premium speakers are better than traditional speakers. Based on a recent survey, only 13% of American households have a premium speaker system and 35% of Americans have premium speakers in their offices.
            The Clio is currently priced at $349, has a 60-day money back guarantee, and a 1-year limited warranty. The Clio is easy to care for (simply clean with a microfiber cloth!), and will be available for purchase online and in select stores.

Instructions:

Develop TWO separate, specific target audiences that ClearView Audio should target with their IMC plan to sell this speaker to. You need to identify at least FIVE demographic/psychographic/geographic characteristics for each audience. These should be written as target market personas.
For each audience, write THREE IMC objectives, using the DAGMAR theory (and format). You should have one objective for each communications task for each audience. 

You can make assumptions as necessary based on the case presented) when writing your IMC objectives. Don’t forget to make sure your objectives are specific, complete, and measurable!
You can format your Word Document as follows:
Target Audience One
Objective 1
Objective 2
Objective 3
Target Audience Two
Objective 1
Objective 2
Objective 3
 
 
 

Rubric

DAGMAR Objective Assignment

DAGMAR Objective Assignment

Criteria
Ratings
Pts

This criterion is linked to a Learning OutcomeTarget Audience 1
Contains 5 descriptors. Is specific. Is based on the case materials presented.

8 pts

This criterion is linked to a Learning OutcomeAwareness Objective
Contains all 5 DAGMAR objective characteristics.SpecificMeasurable

14 pts

This criterion is linked to a Learning OutcomeAttitude Objective
Contains all 5 DAGMAR objective characteristics.SpecificMeasurable

14 pts

This criterion is linked to a Learning OutcomeBehavior Objective
Contains all 5 DAGMAR objective characteristics.SpecificMeasurable

14 pts

This criterion is linked to a Learning OutcomeTarget Audience 2
Contains 5 descriptors. Is specific. Is based on the case materials presented.

8 pts

This criterion is linked to a Learning OutcomeAwareness Objective 2
Contains all 5 DAGMAR objective characteristics.SpecificMeasurable

14 pts

This criterion is linked to a Learning OutcomeAttitude Objective 2
Contains all 5 DAGMAR objective characteristics.SpecificMeasurable

14 pts

This criterion is linked to a Learning OutcomeBehavior Objective 2
Contains all 5 DAGMAR objective characteristics.SpecificMeasurable

14 pts

Total Points: 100

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