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The Dagmar Measurement: Im/206670-Dagmar-Approach - HTML
The Dagmar Measurement: Im/206670-Dagmar-Approach - HTML
http://www.managementparadise.com/forums/marketing-manage ment-rmim/206670-dagmar-approach.html
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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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http://www.managementparadise.com/forums/ma
rketing-management-rm-im/206670-dagmarapproach.html
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