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.
COMMUNICATION PROCESS IN DAGMAR APPROACH
DAGMAR is also know as ACCA Model i.e. Awareness Comprehension Conviction & Action model.
The initial communication task of the advertising activity is to increase the consumer awareness of the product or offer.
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.
Finally, communication must encourage buyer to engage in purchase activity.