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Dagmar Approach DAGMAR Stands For Defining Advertising Goals For Measured Advertising Results. DAGMAR

The DAGMAR approach is a 4-level model for setting advertising goals and measuring results developed by Russell Colley in 1961. The 4 levels are: 1) increasing awareness of a product or company, 2) developing comprehension of what the product is and its benefits, 3) creating conviction to buy the product, and 4) inducing action by getting consumers to purchase the product. At each level, the communication task of advertising is to move consumers further along the purchase process.

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87 views2 pages

Dagmar Approach DAGMAR Stands For Defining Advertising Goals For Measured Advertising Results. DAGMAR

The DAGMAR approach is a 4-level model for setting advertising goals and measuring results developed by Russell Colley in 1961. The 4 levels are: 1) increasing awareness of a product or company, 2) developing comprehension of what the product is and its benefits, 3) creating conviction to buy the product, and 4) inducing action by getting consumers to purchase the product. At each level, the communication task of advertising is to move consumers further along the purchase process.

Uploaded by

vikram
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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DAGMAR APPROACH

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. 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.

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.

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 audiences beliefs about the product and this is often done through messages that demonstrate
the products superiority over a rival or by talking about the rewards as a result of using the
product.

4. Action
Finally, communication must encourage buyer to engage in purchase activity.

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