DAGMAR

• 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.

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;

Comprehension-he or she must have a comprehension of what the product is and its benefits ;

Conviction-he or she must arrive at the mental disposition or conviction to buy the product;

Action-finally, he or she actually purchases the product.

DAGMAR

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

HIERARCHY OF EFFECTS MODEL

HIERARCHY OF EFFECTS MODEL

o Awareness : If most of the target audience is unaware of the object, the communicator’s task is to build awareness, perhaps just name recognition, with simple messages repeating the product name. Ex: Linux –customized, virus free Os

o Knowledge : The target market might have product awareness but not much more, hence this stage involves creating brand knowledge.

o Liking : The brand has to take in suggestions from the end users about their acceptability of the product.

HIERARCHY OF EFFECTS MODEL

o Preference : The target audience might like the product but not prefer it. Promotion of quality and value is important here.

o Conviction : Capturing the consumer’s mind & heart share is of essence here.

o Purchase : Pricing is important here. The consumers might have the conviction to buy but not the financial back up. Customer pull 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 TasksSpecific Target AudienceBenchmark Starting PointDegree of Change SoughtSpecify Time Period

DAGMAR

• Criticisms :- Problems with response hierarchy- heavy dependence on

Hierarchy of effects model. Sales Objectives- Argument is that only relevant measure of

advertising objectives is Sales. Practicality & Costs - Research for setting quantitative

benchmarks is costly and it is difficult to implement it. It is also time consuming.

Inhibition of Creativity –Too much emphasis on quantitative measures and imposes too much structure on people responsible for developing the advertisement. It suppresses creativity.

DAGMAR Assessment of DAGMAR The DAGMAR approach to setting objectives has had considerable

influence on the advertising planning process. Many promotional planners use this model as a basis for setting

objectives and assessing the effectiveness of their promotional campaigns.

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.

Better understanding of Goals and objectives towards which planner’s efforts should be directed.

This leads to a better relationship between client and agency.