BBA VI SEM ADVERTISING MANAGEMENT

DAGMAR APPROACH
DAGMAR is a marketing expression that stands for “Defining Advertising Goals
for Measured Advertising Results”. It is a marketing tool to compute the results of an
advertising campaign. DAGMAR attempts to guide customers through ACCA model.
According to this approach, every purchase encounters four steps; Awareness, Comprehension,
Conviction, and Action. DAGMAR method is an established technique of creating effective
advertising.

HISTORY

DAGMAR is an advertising model proposed by Russell Colley in 1961. Russell Colley

advocated that effective advertising seeks to communicate rather than to sell. Advertisers
discover whether their message conveyed enough information and understanding of a product
to their consumers and also its respective benefits from clear objectives.
This concept has enabled marketers to increase the utility of their advertisements. The purpose
of this advertising approach was not only to sell products but also to build a strong audience.
Therefore, it focused more on developing relations with the customers. Many companies are
using the DAGMAR marketing model to deliver their motive to the people. Through this
approach, companies could easily deliver their message to consumers. Hence, it played a vital
role in building brand equity and corporate image.

Thus, the DAGMAR approach has a lot of perks to offer to the companies. This model increases
the productivity of a company’s communication efforts. It helps a company save money
compared to salesperson advertising.
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PHASES

Let us look at the breakdown of the DAGMAR approach:

1. Defining the Advertising Goals

Often companies consider advertising and marketing goals the same. Advertising is a part of
marketing that deals with brand image. Although they aim to generate sales, in reality, they
differ from each other. Therefore, it is important to define the advertising goals of the company.
And, to define them, they must clearly understand what they want to achieve from this
advertisement.

For example, a soap detergent company wants to increase its sales from 10% to 15%. So, their
advertising goal will highlight that their detergent is better than other companies.

2. Measured Advertising Results

Measuring advertising results refers to systematically analyzing and evaluating a particular

advertisement. First, it helps the company to understand the effectiveness of its advertisement.
Then, it answers questions like how many customers saw their ads, the number of leads and
sales generated, and other similar questions.

In the 1920s, the Audit Bureau Of Circulations helped the firms get accurate figures about the
advertisement sold and printed. Next, companies check whether the advertisement was able to
make customers take necessary actions. Then, finally, they analyze whether the ad was able to
change the customer’s perspective about their brand.

1. DAGMAR Model Objectives

The objective and goal are interchanging words, but they mean different things. While the
former has a broader aim, the latter is time-specific but is. Advertising should not aim to get
itself noticed, read, or heard. Instead, it should focus on changing the customer’s mindset. It
creates brand awareness.

Let us look at the objectives of the DAGMAR approach for effective results:

a. Awareness

Awareness is a prime aspect of creating a positive impression in customers’ minds. Before

buying a product, the customer should know the brand, new product launch, and new offers.
Good brand awareness often makes customers feel connected to the company’s objectives.
Therefore, the companies should build such an ad that reaches their target audience.

b. Comprehension

Awareness alone cannot result in effective advertisement results. The company needs to
comprehend (detail) the product information. Additionally, it needs to supply relevant
information about the product features.
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For example, Dell, a technology company, is launching an advertisement for its new laptop.
They highlight the laptop features like enhanced processors, a protected screen, and improved
storage.

c. Conviction

Here, the customers will decide whether they should buy the product or not. They often make
choices through comparison with similar products. Then, if the customer finds the product
interesting and worthy, they might try it. At this stage, the advertisement tries to convey its
message to the target audience.

For example, in 2020, Facebook Meta, another technology company, projected an

advertisement where two users helped a lady to start her own business. Slowly, many users
joined hands and helped her grow her shop with the help of Facebook.

d. Action

The final step is to enact the buying decision. This step motivates the customers to buy the
product.

For example, before launching a new iPhone, Apple, a company specializing in consumer
electronics, tries to push its ads among the target audience. As a result, it creates hype about
the product. So, the customer buys the product if they find it interesting.

Principles of the DAGMAR Model:

Before you start using the DAGMAR model, here are some core principles you should
consider:

1. Set Clear Advertising Goals:

The advertising goals must be precise, measurable, and specific to be practical and achievable.
For example, the purpose of a restaurant could be to increase dine-in orders by 20% in 6
months.

2. Measurable Objectives:

The objectives must be measurable, so businesses can track their performance and determine
the ad campaign’s effectiveness. This model suggests an approach that emphasizes evaluating
the audience’s response to the advertisement.

3. AIDA for Action:

The DAGMAR Model follows the AIDA (Attention, Interest, Desire, Action) model, where
the advertising aims to grab the audience’s attention, creates interest in the product, invoke a
desire to buy, and translate that desire into action.
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4. Strategy Development:

Utilizing the appropriate strategies to meet advertising goals is a crucial part of the DAGMAR
model. A business should identify its target audience, prepare key messaging, and create a clear
call-to-action message.

5. Cost/Benefit Analysis:

The DAGMAR Model suggests businesses should examine the cost of running a campaign and
its benefits. This approach helps companies to identify the best strategies to maximize their ad
spending.

IMPLEMENTING DAGMAR MODEL

Identify advertising goals – Start by identifying the advertising goals – these objectives should
align with the business’s overall goals and objectives.

Target audience:

Identifying the target audience will help create key messaging that resonates with the
audience’s needs.

Develop Advertising Message:

Create advertising messages that align with the goals and resonate with your audience.

Call-To-Action:

Create a clear call-to-action message that invokes a response from the audience.

Run Campaign:

Launch and run the advertising campaign, utilizing mediums such as social media, Google Ads,
radio, or TV ads.

Advantages of DAGMAR Approach

BBA VI SEM ADVERTISING MANAGEMENT

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.
BBA VI SEM ADVERTISING MANAGEMENT

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.
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RESPONSE MODELS-
1. AIDA MODEL
2. HIERARCHY OF EFFECT MODEL
3. INNOVATION ADOPTION MODEL

The hierarchy of effects model, as well as the AIDA and innovation adoption models, view the
response process as consisting of movement through a sequence of three basic stages. The
cognitive stage includes what the consumer knows about the brand. This stage includes
awareness that the brand exists and knowledge, information, or comprehension about its
attributes, characteristics, or benefits. The affective stage refers to the consumer’s feelings or
affect level (like or dislike) for the particular brand. This stage also includes stronger levels of
affect such as preference or conviction. The conative or behavioral stage refers to the
consumer’s action toward the brand such as trial, purchase, and ultimately a decision to
repurchase or reject it.
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Implications of the Response Process Models

The hierarchy models of consumers’ response processes are useful to promotional planners
from several perspectives. First, they delineate the series of steps potential purchasers must be
taken through to move them from no awareness of a brand to readiness to purchase it. For
example, marketers must not only develop IMC campaigns that make consumers aware of a
brand, they must do so in a manner that compels them learn more about it and/or develop an
emotional connection with it. Second, potential buyers may be at different stages in the
response hierarchy, so marketers will face different communication challenges. For example,
a company introducing an innovative product such as a smartwatch may use advertising in
traditional media to make people aware of the product along with its features and benefits. The
marketer can provide information about the product in its ads and use digital and social media
to encourage consumers to visit its website or go to a retail store to learn more about the
product.
Consumers who visit the website or go to a retail store for a product demonstration will progress
through the response hierarchy and move closer to purchase than will those who see only an
ad. Marketers of a mature brand that enjoys customer loyalty may need only supportive or
reminder advertising to reinforce positive perceptions and maintain top-of-mind awareness for
the brand.
The hierarchy models can also be useful as intermediate measures of communication
effectiveness. The marketer needs to know where audience members are in the response
hierarchy. For example, research may reveal that one target segment has low awareness of the
advertiser’s brand, whereas another is aware of the brand and its various attributes but has a
low level of liking or brand preference. For the first segment of the market, the goal of the IMC
program involves increasing the awareness levels for the brand. The number of ads may be
increased, or a product sampling program may be used. For the second segment, where
awareness is already high but liking and preference are low, the advertiser must determine the
BBA VI SEM ADVERTISING MANAGEMENT

reason for the ambivalent or negative feelings and then attempt to address this problem in future
advertising.