The Dagmar (Defining Advertising Goals for Measured Advertising Results)
Introduction
The DAGMAR (Defining Advertising Goals for Measured Advertising Results) process, which was developed by Colley in 1961. This process has been very valuable towards advertising planning and setting objectives by placing an increased emphasis on different stages of the consumer decision-making process regarding final purchases. It uses the traditional hierarchy of effects model and suggests that the communication task must be specific and measurable. Therefore, it introduces a structure to measure the advertising results.
Characteristics of Effective Objectives
You already know that the success of any business strategy and plan depends on the objectives that they are designed around. Well-defined objectives serve as the main standard to measure the effectiveness of advertising. However, setting objectives is much harder than said. Several factors complicate the objective-setting process, especially in marketing communications. Some of the factors are as follows:
· Conflicting perspectives among decisions makers—usually there is no clear consensus among the participants in terms what marketing communication should accomplish.
· The marketing environment is complex and there are a number of factors that influence communication objectives (i.e., media, cost, dynamic nature of the market, etc.).
· Uncertainty about future events, customer behavior, and competitor actions.
So, what are the criteria for effective objectives in marketing communications? In general, the SMART acronym (introduced by Peter Drucker in The Practice of Management) is good for remembering important criteria of effective objectives. See Figure 5.1.
It is possible that you might identify some other important criterion for effective objectives (i.e., quantifiable), but these five criteria are the most commonly used characteristics of effective objectives.
For instance, “Our advertising should increase consumers’ knowledge of our product features,” is not
The DAGMAR (Defining Advertising Goals for Measured Advertising Results) process, which was developed by Colley in 1961. This process has been very valuable towards advertising planning and setting objectives by placing an increased emphasis on different stages of the consumer decision-making process regarding final purchases. It uses the traditional hierarchy of effects model and suggests that the communication task must be specific and measurable. Therefore, it introduces a structure to measure the advertising results.
Characteristics of Effective Objectives
You already know that the success of any business strategy and plan depends on the objectives that they are designed around. Well-defined objectives serve as the main standard to measure the effectiveness of advertising. However, setting objectives is much harder than said. Several factors complicate the objective-setting process, especially in marketing communications. Some of the factors are as follows:
· Conflicting perspectives among decisions makers—usually there is no clear consensus among the participants in terms what marketing communication should accomplish.
· The marketing environment is complex and there are a number of factors that influence communication objectives (i.e., media, cost, dynamic nature of the market, etc.).
· Uncertainty about future events, customer behavior, and competitor actions.
So, what are the criteria for effective objectives in marketing communications? In general, the SMART acronym (introduced by Peter Drucker in The Practice of Management) is good for remembering important criteria of effective objectives. See Figure 5.1.
It is possible that you might identify some other important criterion for effective objectives (i.e., quantifiable), but these five criteria are the most commonly used characteristics of effective objectives.
For instance, “Our advertising should increase consumers’ knowledge of our product features,” is not