Dagmar Approach in Advertising

Topics: Understanding, Marketing, Awareness Pages: 2 (291 words) Published: August 31, 2013
DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. DAGMAR Model was developed by Russell Colley in 1961 for setting advertising objectives and measuring advertising results.

According to DAGMAR Model the ultimate objective of advertising involves a communication task, intended to * create awareness,
* impart information,
* develop attitude and
* induce action.

Advertising objective is to carry a consumer through four levels of understanding:- 1. From unawareness to awareness - consumer must be aware of product or company, 2. Comprehension - what the product is and its benefits,

3. Conviction - mental conviction to buy the product, or we can say mentally preparing some one to buy the product and 4. Action - finally buy the product.

DAGMAR is also know as ACCA Model i.e. Awareness Comprehension Conviction & Action model.

1. Awareness
The initial communication task of the advertising activity is to increase the consumer awareness of the product or offer.

2. Comprehension
This step involves the target audience to learn something about product, organisation, or offer. Here communication task of advertising activity is to make consumer learn about product - product characteristics, benefits, or uses.

3. Attitude or Conviction
At this step a sense of conviction is established. 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. At this step communication task of advertising activity is to mould the audience’s beliefs about the product 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.

4. Action
Finally, communication must encourage buyer to engage in purchase activity.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Dagmar Approach Essay
  • Advertising Essay
  • advertising Essay
  • Advertising Essay
  • Essay on Advertising
  • Dagmar Essay
  • Essay about The Dagmar (Defining Advertising Goals for Measured Advertising Results)
  • New Approach to Advertising Essay

Become a StudyMode Member

Sign Up - It's Free