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Advertising Campaigns and DAGMAR Model

The document outlines the essential factors and steps involved in planning an advertising campaign, including research, budgeting, messaging, and execution. It introduces the DAGMAR model, which focuses on setting measurable advertising goals through four key steps: awareness, comprehension, conviction, and action. Additionally, it emphasizes the importance of concrete, measurable advertising objectives aimed at educating consumers, persuading the target audience, and building brand loyalty.

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18 views4 pages

Advertising Campaigns and DAGMAR Model

The document outlines the essential factors and steps involved in planning an advertising campaign, including research, budgeting, messaging, and execution. It introduces the DAGMAR model, which focuses on setting measurable advertising goals through four key steps: awareness, comprehension, conviction, and action. Additionally, it emphasizes the importance of concrete, measurable advertising objectives aimed at educating consumers, persuading the target audience, and building brand loyalty.

Uploaded by

srushtijmahale
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Advertising Campaigns and

the DAGMAR Model


Advertising Campaign
• Factors such as the product, the price, the prospective consumer and the place of
purchase to be considered
• Process of planning an Ad Campaign includes:
- Research inputs
- Determining the objective of the campaign
- Determining the Ad budget
- Determining the message
- Media Planning, Selection and Scheduling
- Approval of the client
- Executing the campaign
- Feedback
DAGMAR Model
• Developed by Rusell Colley
• Determining Advertising Goals for Measured
Advertising Results
• An approach which emphasizes the role of
advertising communication and setting objectives
for measured results
• The advertising communication should be
focused on four steps:
Awareness: consumer becomes aware of the
product
Comprehension: understands it
Conviction: persuasion and mental preparation to
purchase
Action: inducing the consumer to purchase
Advertising and Communication Objectives
• Characteristics of Advertising Objectives:
Concrete and measurable: impact of objectives should be measurable
Focus on target audience
Specified targets: benchmarks should be set to assess success/failure
Specified time period
• Advertising Communication Objectives (what the communication should aim/ achieve)
To create awareness/educate consumers
To persuade target audience
To build or reinforce attitude
To develop brand image and brand loyalty
To counter competition

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