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DAGMAR

DAGMAR, created by Russell Colley, defines advertising goals to achieve measurable results through a hierarchical model consisting of four stages: awareness, comprehension, conviction, and action. The model emphasizes the necessity of customer understanding and measurable objectives at each communication stage. Criticism of DAGMAR includes its reliance on a linear hierarchy and the argument that creative advertising may not always align with quantitative measurements.

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30 views12 pages

DAGMAR

DAGMAR, created by Russell Colley, defines advertising goals to achieve measurable results through a hierarchical model consisting of four stages: awareness, comprehension, conviction, and action. The model emphasizes the necessity of customer understanding and measurable objectives at each communication stage. Criticism of DAGMAR includes its reliance on a linear hierarchy and the argument that creative advertising may not always align with quantitative measurements.

Uploaded by

snehal.srivastava25
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 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

Comprehens
ion
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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