DAGMAR

DEFINING ADVERTISING GOALS FOR MEASURING

ADVERTISING RESULTS
OBJECTIVES OF DAGMAR
APPROACH
• Persuade a prospective consumers to visit the
showroom.
• Growth in market share.
• Improve sales turnover.
• Perform complete selling function.
• Advertise a special reason to buy.
• Stimulate impulse sales.
• Remind people to buy.
• Create awareness about the product and brand
existence.
• Create favourable emotional disposition towards
the product.
• Impart information regarding benefits and
distinctive features of the product.
• Combat and offset competitive claims.
• Correct false impressions, wrong information and
other hindrances to sales.
• Aid sales force with sales promotion and selling
activities and boost their morale.
• Establish brand recognition and acceptance.
 INTRODUCTION

DAGMAR  stands for Defining Advertising Goals for

Measured Advertising Results. DAGMAR Model was
developed by Russell Colley in 1961 for setting
advertising objectives and measuring advertising results.

According to DAGMAR Model the ultimate objective

of advertising involves a communication task, intended
to create awareness, impart information, develop attitude
and induce action.
 Advertising objective is to carry a consumer through
four levels of understanding :-

1. From unawareness to awareness - consumer must be

aware of product or company,
2. Comprehension - what the product is and its benefits,
3. Conviction - mental conviction to buy the product,
and
4. Action - finally buy the product.
 COMMUNICATION PROCESS
IN DAGMAR  APPROACH

1. To Create Awareness

Before the purchase behaviour is expected
from target audience it is necessary to make the
audience aware with the product or company.
The initial communication task of the
advertising activity is to increase the consumer
awareness of the product or offer.
Awareness of the existence of a product or
organization is necessary before the purchase
behaviour can be expected. Once the awareness
has been created in the target audience, it
should not be neglected. If there is neglect, the
audience may become distracted by competing
messages and the level of awareness of focus
product or organization will decline.
 Awareness needs to be created, developed,
refined or sustained, according to the
characteristics of the market and the particular
situation facing an organization at any one point
of time.
Awareness on its own may not be sufficient to
stimulate a purchase. Knowledge about the product
or the organization is necessary. This can be achieved
by providing specific information about key brand
attributes.
In attempting to persuade people to try a different
brand of water, it may be necessary to compare the
product with other mineral water products and
provide an additional usage benefit, such as
environmental claims. The ad of Bisleri mineral
water, featuring two camels only drinking bisleri in a
desert banked on humour and purity aspect.
BISLERI AD (2019)
 Similarly, when Hutch became Vodafone, its
advertisements did a good job in creating
awareness that “Hutch is now Vodafone”, The story
was told by Hutch’s brand ambassador- pug, the
cute little dog. The ad opened with the famous
“Hutch” pug resting in a pink kennel (Pink was the
colour of brand for Hutch). The pug left for a stroll
and came back and rested in the red kennel instead
of pink one and the message popped up was “
Change is good”
HUTCH IS VODAFONE
 2. COMPREHENSION
Only Awareness is not be sufficient to stimulate a
purchase, sufficient knowledge and information about
product or organisation is necessary. This step
involves the target audience to learn something about
product, organisation, or offer. Here communication
task of advertising activity is to make consumer learn
about product - product characteristics, benefits, or
uses.
Some advertisers have done a great job in
imparting knowledge about their brands and
their features to the target audience. For
instance, advertisements by Saffola Gold
have stressed on the fact that Saffola gold is
refined oil which helps in reducing the
cholesterol level. Similarly, advertisements
of Kent RO in killing bacteria and viruses
present in the water, removes dissolved
impurities and maintains natural minerals
present in the drinking water.
 3) ATTITUDE OR
CONVICTION
At this step a sense of conviction is established. By
creating interest and preference, buyers are moved to
a position where they are convinced that a particular
product in the class should be tried at the next
opportunity.
At this step communication task of advertising
activity is to mould the audience’s beliefs about the
product and this is often done through messages that
demonstrate the product’s superiority over a rival or
by talking about the rewards as a result of using the
product.
For instance, the advertisement of Olay anti-
ageing lotion tries to convince its target
audience that they need the product to protect
their skins from the signs of ageing. The ad
talks about seven benefits that Olay gives to its
users including providing protection from dark
spots, dry skin, dull glow less skin, fine lines
and wrinkles, sagging skin, open pores and
uneven skin tone. The ads also use famous
personalities like Kajol, Karishma Kapoor etc.
as their spokesperson to create conviction
amongst the target audience.
 4) ACTION
Finally, communication must encourage buyer
to engage in purchase activity. Advertising can
be directive and guide the buyers into certain
behavioural outcomes, Use of toll free
numbers, direct mail activities and reply cards
and coupons.
Tupperware, Aqua Guard, are famous in
Indian cities as a result of its personal
selling efforts. For high involvement
decisions, the most effective tool in the
communication mix at this stage in the
hierarchy is personal selling. Through the
use of interpersonal skills, buyers are
more likely to want to buy a product than
if personal prompting is absent.
BOOK MY SHOW CONCEPTUALISED
ITS ADVERTISING TO ENCOURAGE
PEOPLE TO USE ITS PLATFORM TO
BOOK TICKETS IN ADVANCE (2017)
BOOK MY SHOW rolled out an ad in December 2017 to
showcase the benefits of booking movie tickets online. This
was done around the release of Salman Khan’s blockbuster
‘Tiger Zinda Hai’. The film opens with a couple outside a
theatre. The lady hits the man on the head as she is annoyed
with the ‘House Full’ sign. The voice over says that if you
don’t use Bookmyshow app, you should get ready to use the
following dialogue “Yaar woh chhod, bhai ke biceps dekhe’.

The ad goes on to show how different people are discussing

the plot of the film while the man who wasn’t able to watch
it uses the same line over and over again ‘Bhai ke biceps
dekhe’. The ad ends with a solution to this common problem
and urges people to book their tickets in advance on
Bookmyshow.
YAAR PLEASE, MERE LIYE IT’S A TOUCHY
TOPIC BOOKMYSHOW AD (2018)
Later in 2018, a similar campaign was designed around the
release date of the movie ‘Padmaavat’. The aptly titled
‘Tuchy topic’ begins with a voiceover saying whoever does
not use the ‘Bookmyshow’ should be ready with the excuse
that Padmaavat is a touchy topic for them. The video
features people sharing what they love about the film and
ending up irritating those who did not manage to watch the
film. The campaign also aims to make advance ticket
booking a habit amongst viewers.

This was the second time that Bookmyshow did a film

centric advertising campaign after creating a similar spot for
Tiger zinda hai.
Russell Barrett, CCO and managing partner,
BBH India (advertising agency that
conceptualised the campaign) feels that for a
brand like bookmyshow that lives in the
world of entertainment, its as must also be
entertaining. This campaign also had a
digital leg with digital ads such as below.
ADVANTAGES OF DAGMAR APPROACH

 A major contribution of Colley’s DAGMAR

approach was a specification of what constitutes a
good objective.

 According to Russell Colley, there are various

advantages of well-founded objectives. These are:
• Be concrete and measurable
• Have a well-defined target audience or market
• Identify the benchmark and the degree of change
• Specify a timeframe to accomplish the objective
TARGET AUDIENCE
• DAGMAR claims the target audience is well defined. A
group of potential customers, who have the highest
likelihood of purchasing the product, is the target market.
Identifying the target market includes the process of
demographic, geographic, and psychological segmentation.
Target markets can be segmented
into Primary and secondary groups.
• Primary markets are the main target audience, on whom
the marketing efforts are mainly focused.
• Secondary markets are the target audience on whom the
marketing efforts will focus after the primary market goals
are achieved. After identifying the target audience, the
organization devises objectives for advertising and later the
objectives for communication.
CONCRETE AND MEASURABLE

• The objective of communication

should be a precise and clear
statement of whatever message the
advertiser wants to communicate to
the target audience.
• The specification must include all
the details and descriptions of the
measurement procedure.
SPECIFIED TIMEFRAME
AND BENCHMARKS
• A good objective has a specified time frame, during
which the objective is to be achieved. Understanding
the specifications enables advertisers to define goals
that will yield the best result.
• Setting a specific timeframe assures effective
evaluation of results. The timeframe should be
realistic to prohibit skewed results from static
marketing.
• Creating the benchmark is essential for an appropriate
measurement of the effectiveness of the advertisement.
WRITTEN GOAL
 The goal should be committed on a paper. When
the goals are clearly written, basic shortfalls and
flaws are exposed, it becomes eventually easy to
determine whether the goal contains the crucial
aspects of the DAGMAR approach.