DAGMAR Approach

The DAGMAR Approach

Define
Advertising
Goals for
Measuring
Advertising
Results
Value of Objectives

Objectives
Objectives Communications
Communications

Planning
Planning and
and Decision
Decision
Making
Making

Measurement
Measurement andand
Evaluation
Evaluation of
of Results
Results
 DAGMAR Model

Russell Colley (1961) developed a model for setting advertising

objectives and measuring the results. This model was entitled
Defining Advertising Goals for Measured Advertising Results-
DAGMAR.

DAGMAR model suggests that the ultimate objective of advertising

must carry a consumer through four levels of understanding: from
unawareness to Awarenessthe consumer must first be aware of a brand or
company
Comprehensionhe or she must have a comprehension of what the product is
and its benefits;
Convictionhe or she must arrive at the mental disposition or conviction to
buys the brand;
Actionfinally, he or she actually buy that product.
The DAGMAR Approach

Recognition that communication affects

are the logical basis for advertising goals
and objectives against which success or
failure should be measured.
The DAGMAR Approach

An advertising goal is a communication

task that is specific and measurable.
The communication task has four
stages:
Awareness

Comprehension

Conviction

Action
DAGMAR Definition of
Objectives
Target
Target Audience
Audience

Benchmark
Benchmark and
and Concrete,
Concrete,
Degree
Degree of
of Objectives
Objectives Measurable
Change Measurable Tasks
Tasks
Change Sought
Sought

Specified
Specified Time
Time
Period
Period