The Dagmar Measurement

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Dagmar Approach is the task of measuring ad

effectiveness will not be daunting if we clearly
spell out the advertising goals. Russel H. Colley
(1961) pioneered an approach known by the
acronym DAGMAR Defining Advertising Goals for
Measured Advertising Results, where to establish
an explicit link between ad goals and ad results,
Colley distinguished 52 advertising goals that
might be used with respect to a single
advertisement, a years campaign for a product or
a companys entire advertising philosophy.
DAGMAR
also
focused
attention
upon
measurement, encouraging people to create
objectives so specific and operational that they can
be measured.

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Characteristics of Objectives:
A major contribution of DAGMAR was Colleys
specification of what constitutes a good objective. Five
requirements or characteristics of good objectives were
noted
1. Concrete and measurable: the communications task
or objective should be a precise statement of what
appeal or message the advertiser wants to communicate
to the target audience. Furthermore the specification
should include a description of the measurement
procedure
2. Target audience a key tenet to DAGMAR is that the
target audience be well defined. For example if the
goal was to increase awareness, it is essential to know
the target audience precisely. The benchmark measure
cannot be developed without a specification of the target
segment
3. Benchmark and degree of change sought: another
important part of setting objectives is having benchmark
measures to determine where the target audience
stands at the beginning of the campaign with respect to
various communication response variables such as
awareness, knowledge, attitudes, image, etc.

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4. Specified time period :

A final characteristic of good objectives is the
specification of the time period during which the
objective is to be accomplished, e.g. 6months, 1 year
etc. The time period should be appropriate for the
communication objective as simple tasks such as
increasing awareness levels can be accomplished much
faster than a complex goal such as repositioning a
brand.

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Approach.

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