DAGMAR is a model introduced by Russell H Colley in the year 1961... D-Defining A- Advertising G-Goals for M-Measuring A-Advertising R-Results

1. Advertising
Topic : DAGMAR

3. THE WORLD OF
ADVERTiSiNG

4. ADVERTiSiNG
O Advertising may be defined as the process of
buying sponsor-identified media space or
time in order to promote a product, service
or an idea.
O Advertising is any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an identified
sponsor.

5. HOW ADVERTiSiNGS
WORKS?
Types of Communication/Advertising Models: AIDA Model
 DAGMAR Model
 Hierarchy-Effect Model
 FCB Grid

6. THE DAGMAR
APPROACH
O Define
O Advertising
O GOAL for
O Measuring
O Advertising
O Result

7. DAGMAR APPROCH
O DAGMAR Approach is the task of measuring ad
effectiveness as well as the objectives or goals of
advertising.
O In 1961, Russell H. Colley wrote a book under the
sponsorship of the association of National Advertisers
called Defining advertising goals for measured advertising
result. The book has become know as the DAGMAR
approach.
O Colley distinguished 52 advertising goals that might be
used with respect to a single advertisement.

8. COMMUNiCATiON TASK

9. COLLEY PROPOSED THAT THE COMMUNIiATiON TASK TO BE
BASED ON A HiERARCHiCAL MODEL OF THE
COMMUNiCATiONS PROCESS WiTH FOUR STAGES:
Awareness: Making the consumer aware of the existence of the
brand or company.
Comprehension: Developing an understanding of what the product
is and what it will do for the consumer.
Conviction: Developing a mental disposition in the consumer to
buy the product.
Action: Getting the consumer to purchase the product.

10. CHARACTERiSTiCS OF
OBJECTiVES
The second importance concept of DAGMAR approach is
that the advertising goal should be specific. It should be
consists of:
 Measurement procedure: To indicate exactly
what appeal or image is to be communicated
and to specify the measurement procedure.

12. Target Audience : A key tenet of the DAGMAR approach is
that the target audience be well defined.

13. Written
Goals
Finally, goals should be committed to paper. It becomes easy to determine
whether the goal contains the crucial aspects of the DAGMAR approach

14. BENCHMARK:
The objectives should also specify how much
change or movement is being sought such as
increase in awareness levels, creation of
favorable attitudes or number of consumers
intending to purchase the brand, etc.

15. CONCLUSiO
N
The DAGMAR approach to setting objective is
a refinement & extension developed over a
decade ago. It gave emphasis on
communication task related to a define
audience in a given time period. So that each
& every advertisement can only be successful,
if they relate to involving awareness,
comprehension, attitude & action.