2. History of DAGMAR
DAGMAR is an advertising model proposed by Russell
Colley in 1961 in a report for the Association of National
Advertisers.
Russell Colley advocated that effective advertising seeks
to communicate rather than to sell. Advertisers discover
whether their message conveyed enough information and
understanding of a product to their consumers and also
its respective benefits from clear objectives.
3. The DAGMAR approach is used by many promotional planners to set plans of
advertising and marketing. This approach is also used to set advertising
objectives and to measure the results against the plan.
4. The DAGMAR Model
According to DAGMAR, each purchase prospect goes through 4 steps:
• Awareness
• Comprehension
• Conviction
• Action
These steps are also known as ACCA advertising formula. ACCA/DAGMAR is a
descendant of AIDA advertising formula and considered to be more
comprehensive than AIDA.
Developed for the measurement of advertising effectiveness it maps the
states of mind that a consumer passes through.
5. DAGMAR is much more than a model for designing an advertisement, it is
used to monitor and evaluate promotion campaigns. There are three parts to
the DAGMAR advertising model
Step One: Defining Advertising Goals
Step Two: Awareness, Comprehension, Conviction and Action
Step Three: Measure Advertising Effectiveness
STEP 1 : Defining Advertising Goals
it is important to understand that DAGMAR is aimed at setting advertising
goals and not more general marketing goals. Elements of a good advertising
goal include being a written, measurable task involving a starting point, a
defined audience, and a time limit.
To measure the effectiveness of advertising, a business must know the
current state before advertising starts and then the new state after the
campaign has finished. This means surveying the target audience to measure
current awareness, comprehension and conviction. This helps to establish
realistic goals for the campaign.
For example, to increase product awareness from 10% to 35%.
6. Step 2 : Awareness , Comprehension and Action
The second part of DAGMAR Model attempts to explain the process customers
go through before buying a product. The process is as follows
• Awareness
• Comprehension
• Conviction
• Action
Awareness
Awareness involves making target audience aware of the existence of brand or
company.
Comprehension
The purpose is to develop an understanding among audience of what the
product is and what it would do for them.
Conviction
The objective is to create a mental disposition among target audience members
to buy the product.
Action
To motivate the target audience to purchase the product or services.
7. Step 3 : Measure advertising effectiveness
In step one of the DAGMAR advertising model, goals were established for the
campaign. The final step is to measure the results and effectiveness of the
campaign by evaluating whether the goals were met or not. This may require
another survey to measure awareness comprehension and conviction levels.
Advertising can be an important part of marketing for small business and
understanding advertising models such as Awareness, Interest, Desire and
Action (AIDA) and DAGMAR can help improve marketing effectiveness.
DAGMAR Objective
Another important contribution of DAGMAR was its ability to clarify what
constitutes a good objective. According to Colley, the objectives should have the
following features or characteristics:
• Stated in terms of concrete (specific) and measurable communications task; in
terms of strengthening brand image, maximize brand presence, maximize the
market share, increase the sale.
• Specify a well-defined target audience.
• Indicate a benchmark/standard starting point & the degree of change
sought(seek)
• Specify a time period for accomplishing the objective/objectives.
• There are no significant difference between Colley’s proposed model & other
important hierarchy-of-effects models
