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Dagmar

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Samuel Lalchhanhima
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30 views13 pages

Dagmar

Uploaded by

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

DEFINING ADVERTISING GOALS FOR


MEASURED ADVERTISING RESULTS
DAGMAR
• DAGMAR Approach is the pioneer work of Russell H. Colley, who in

1961 came up with a book named as Defining Advertising Goals for

Measured Advertising Results (DAGMAR) under the sponsorship of

Association of National Advertisers .The book was introduced in market as

DAGMAR approach to advertising. It encompasses a framework for

setting advertising goals and measuring the effectiveness of an ad

campaign.

• According to DAGMAR approach, while defining advertising goals, it

must be remembered that an advertising objective is basically a specific

communication task, directed towards a defined group of audience, in a


• It is important to be noted that it basically involves a communication task instead of a

marketing task. Major emphasis of the DAGMAR approach is the proposition that

communication effects are the most important basis for advertising goals and objectives

that can measure the success or failure of an advertising campaign.

• The rationale for setting ‘Communication based objectives’ is that the aim of advertising

is to communicate information that helps create a frame of mind that stimulates action.

The success or failure of an ad campaign depends on the manner in which the desired

information is communicated to the target audience at right time and at the right cost.

• According to Russell Colley, “The main objective of advertising is to communicate with

the defined audience the necessary information to the right people, at the right time, and

at the right cost.”


These goals may pertain to sales, image,
attitude, and awareness. Some of the goals are:
• Persuade a prospect to visit a show room and ask for a
demonstration.
• Build up the morale of the company’s sales force.
• Facilitate sales by correcting false impression,
misinformation and other obstacles.
• Announce a special reason for buying now. (price,
discount, premium and so on)
• Make the brand identity known and easily recognizable.
• Provide information or implant attitude regarding
benefits and superior features of brand.
As stated above, an advertising goal involves a
‘Communication Task’. It is measurable and
specific. Colley proposed that communication
task is based on a specific model of
communication, which is hierarchical in nature
and consists of following four stages:
1. Awareness
2. Comprehension
3. Conviction
4. Action
• The initial communication task is to make consumers aware of the existence of

brand. The objective at this stage is to increase brand awareness among the

consumers in order to facilitate upward movement in the hierarchy.

• After the prospective customers are sufficiently aware, the next stage is to make

them comprehend or understand the product. The objective of advertising at

this stage is to make them understand the benefits, functions and utility of the

product advertised. The advertisers can later decide on the type of appeal for

advertising the product, like, rational, emotional, price appeal or any other type of

appeal. For example, The ad of Ganga mineral water has been created using

rational appeal that focuses on the feature (purity) of the product (mineral water) of

a specific brand (Ganga); making the customers understand that the mineral water.
• Once the customers understand the product and are able to
comprehend what the brand has to offer, the next step for the
advertiser is to persuade them to purchase the product.
• The objective of advertising at this stage is to create a
strong conviction among the prospective customers to
execute a buying behaviour.
• This may be achieved by making them develop a strong
preference for the brand and a favourable mental disposition
or attitude for the product.
• The last stage is to get the customer buy the
product. The objective of advertising at this stage is
to push the prospective customer to act: the act of
actually buying or taking a trial of the product
that finally closes on product purchase.

• This step is very important, as the ultimate objective


of advertising is to create sale even if the emphasis is
merely on communicating the message effectively.
Characteristics of Objectives as per
DAGMAR approach
• Colley provided a checklist of 52 communication
tasks which advertising might be expected to
perform in leading to ultimate objective of sale.
• An important element covered in DAGMAR
approach is a Concrete, Measurable Task. Russell
Colley argued that the communication task
specified in the objective must be specific and
concrete to guide the media and creative
specialists in the right direction.
The characteristics of advertising objectives according to DAGMAR
approach are that:

• 1. They must be defined specifically and documented,


• 2. They must be formed keeping in mind specific target
audience,
• 3. They must be attained in a time bound frame,
• 4. They must be quantified,
• 5. They must be measurable for evaluating the
effectiveness of advertising.
• DAGMAR approach led to an improvement over the earlier
approaches of setting of advertising objectives by not only
focusing on communication tasks at different stages, but
also on measurement of such tasks.
Limitations
• Problems with response hierarchy
– Consumers do not always go through this sequence of the communication
effects before making a purchase.
• Sales as objective
– neglect sales as objective completely. DAGMAR approach emphasized only
communication task as the objective of advertising.
• Difficult to measure communication effect
– Setting the communication objective in a measurable form is difficult.
Communication effect is difficult to measure and is therefore difficult to be
spelt out clearly while it is set.
• Practicality and costs
– Research costs more than it is worth.
• Inhibition of creativity
– Imposes too much structure.
DAGMAR assumes that the awareness and liking of the brand can be
achieved through advertising alone which is not true.
• Thus there are many other elements other than
advertising in the hierarchy chain that create
awareness.

Example: Tupperware is famous in Indian


cities. It has happened only through
personal selling and networking.
Advertising has had no role in it.
THANK YOU

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