‡ Defining Advertising Goals for Measured Advertising Results or DAGMAR is a model developed by Russell Colley(in year 1961), for setting advertising objectives and measuring the results.

 Action-finally.  Comprehension-he or she must have a comprehension of what the product is and its benefits . he or she actually purchases the product. .  Conviction-he or she must arrive at the mental disposition or conviction to buy the product.DAGMAR ‡ DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding :  Awareness-the consumer must be first aware of a brand or company.

DAGMAR HIERARCHY OF EFFECTS MODEL Purchase Conviction Preference Liking Knowledge Awareness .

virus free Os o Knowledge : The target market might have product awareness but not much more.HIERARCHY OF EFFECTS MODEL o Awareness : If most of the target audience is unaware of the object. with simple messages repeating the product name. Ex: Linux customized. hence this stage involves creating brand knowledge. the communicator s task is to build awareness. . perhaps just name recognition. o Liking : The brand has to take in suggestions from the end users about their acceptability of the product.

. Customer pull is important here. o Conviction : Capturing the consumer s mind & heart share is of essence here. The consumers might have the conviction to buy but not the financial back up. Promotion of quality and value is important here.HIERARCHY OF EFFECTS MODEL o Preference : The target audience might like the product but not prefer it. o Purchase : Pricing is important here.

DAGMAR  Characteristics of Objectives :The second major contribution of DAGMAR to the advertising planning process was its definition of what constitutes a good objective. Concrete. Precise & Measurable Tasks Specific Target Audience Benchmark Starting Point Degree of Change Sought Specify Time Period .

Argument is that only relevant measure of advertising objectives is Sales.heavy dependence on Hierarchy of effects model.DAGMAR ‡ Criticisms : Problems with response hierarchy.  Inhibition of Creativity Too much emphasis on quantitative measures and imposes too much structure on people responsible for developing the advertisement. . It is also time consuming.  Practicality & Costs .Research for setting quantitative benchmarks is costly and it is difficult to implement it.  Sales Objectives. It suppresses creativity.

 Many promotional planners use this model as a basis for setting objectives and assessing the effectiveness of their promotional campaigns.  This leads to a better relationship between client and agency.  DAGMAR also focused advertiser s attention on the value of using communications-based rather than sales-based objectives to measure advertising effectiveness and encouraged the measurement of stages in the response hierarchy to assess a campaign s impact.DAGMAR  Assessment of DAGMAR  The DAGMAR approach to setting objectives has had considerable influence on the advertising planning process.  Better understanding of Goals and objectives towards which planner s efforts should be directed. .

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