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Dagmar 4TH Sem Notes

DAGMAR, created by Russell Colley, defines advertising goals for measurable results through a hierarchical model consisting of four stages: awareness, comprehension, conviction, and action. The model emphasizes the need for measurable objectives at each stage of communication to effectively guide consumers toward making a purchase. Criticism of DAGMAR includes its reliance on a linear progression through the stages and the argument that it may not apply universally to all advertising contexts.

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6 views12 pages

Dagmar 4TH Sem Notes

DAGMAR, created by Russell Colley, defines advertising goals for measurable results through a hierarchical model consisting of four stages: awareness, comprehension, conviction, and action. The model emphasizes the need for measurable objectives at each stage of communication to effectively guide consumers toward making a purchase. Criticism of DAGMAR includes its reliance on a linear progression through the stages and the argument that it may not apply universally to all advertising contexts.

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DAGMAR

• Defining advertising goals for measured results, Russell Colley created


DAGMAR when he prepared a report for the association of national
advertisers.
• This report was entitled defining advertising goals for measured
advertising results, shortened down to DAGMAR, and thereof the name,
and was later in 1969 published as a book with the same title.
• DAGMAR was created to encourage measurable objectives for each
stage of communication and does not deal purely with the message
Defining
Advertising
Goals
Measured
Advertising
Results
• DAGMAR focuses on the levels of understanding that a customer
must have for the organization and on how to measure the results of
an advertising campaign. the model was built around four stages of
communication results: awareness, comprehension, conviction, and
action as shown in the figure.
• Colley(1961) argued that it is possible to pick the appropriate stage in the
communication process and use it to define advertising objectives. The
communication has to be specific and measurable, and is therefore based on a
hierarchical model containing the four stages as shown in the figure.

Action

Conviction

Comprehension

Awareness
AWARENESS

• Awareness of the existence of a product or organization is necessary


before the purchase behavior 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.
COMPREHENSION

• 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, it
may be necessary to compare the product with other product or brand
and provide an additional usage benefit.
CONVICTION

• The next step is to establish a sense of conviction. 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. To do this, audience‘s beliefs about the product
have to be molded 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.
ACTION

• Communication must finally encourage buyers to engage in purchase


activity. Advertising can be directive and guide the buyers into
certain behavioral outcomes
• The main conclusions on the DAGMAR theory is: "all commercial communications
that weigh on the ultimate objective of a sale must carry a prospect through four
levels of understanding.
1. The prospect must first be aware of the existence of a brand or organization
2. He must have a comprehension of what the product is and what it will do for him
3. He must arrive at a mental suspicion or conviction to buy the product
4. Finally he must stir himself to action". Mackay, (2005)
CRITICISM

• One of the major criticisms towards DAGMAR is on its reliance on the


hierarchy-of-effects theory, customers do not always pass through the
stages in a linear way.
• Many creative people within advertising are looking for the great unique
idea that can result in a successful campaign and feels that the DAGMAR
approach is too concerned with quantitative measurements on the
campaign (Belch & Belch, 1995).
• The counter argument is that other models may hold in various
contexts and DAGMAR hierarchy model cannot apply to all the
situation. It might so happen that action can precede attitude formation
and even comprehension with an impulse purchase of a low-
involvement product. The basic thrust of DAGMAR is the use of
advertising response measures as the basis of objectives and focus on
the measurement.

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