Introduction advertising unit Structure

11.3.5 Markets are segmented due to following reasons : 
1. It would be in a better position to spot and compare marketing 
opportunities. It can examine the needs of each and every 
segment against the current competitive offerings and 
determine the extent of current satisfaction. The segment with 
lower levels of satisfaction from current offerings represents 
good opportunities. 
2. It can make finer adjustments of its product and marketing 
appeals. The seller can evolve a separate marketing 
programme to meet the needs of different buyers. 
3. Marketing programmes and budgets could be chalked out on 
the basis of response characteristics of specific market 

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segments. Funds may be allocated efficiently to bring out the 
desired effects in different parts of the market. 
4. Market segmentation is undertaken with the purpose of locating 
the tastes, temperaments and buying habits of different groups 
or segments. The behavioural scientists feel that all buyers are 
different. They are keenly interested in segmenting the market 
as the significant differences in market behaviour between the 
various segments of society rarely exists. In this background, 
the formulation of marketing policies or programmes or tactics 
for all segments becomes urgent.
5. Market segmentation is done with the purpose of locating new 
markets. The group wise or segment wise study of buyer‟s 
tastes, temperaments, living habits and so on help a marketer, 
while searching for new market. 
11.4 DAGMAR MODEL
 
DAGMAR model for arousing consumer interests was 
developed by Russen Colley in his study entitled “Defining 
Advertising Goals for Measured Advertising Results.” The name 
DAGMAR model is derived from 
the study‟s title. The study begins 
from a point where the prospect is not aware about the existence of 
the product. From this point of non-awareness the prospect 
advances ahead towards awareness. He will have to go through 
the following steps : 
1. Awareness :
When the prospect is asked to mention the name 
of a brand of product, perhaps he is in a position to recollect the 
name of a specific brand only.