DAGMAR
DAGMAR APPROACH Meaning & Introduction of DAGMAR:
DAGMAR – Defining Advertising Goals for Measured Advertising Results.
It is a book written in 1961 by Russell H. Colley
The book introduced what has become known as the DAGMAR approach to advertising planning and included a precise method for selecting and quantifying goals and for using those goals to measure performance.
The first important concept of DAGMAR approach is to define an advertise goal i.e. communication task.
The second important concept of the DAGMAR approach is that the advertising goal be specific
A hierarchy of effects model of the communication process by DAGMAR first important concept.
Unaware
Aware
Comprehension and Image
Attitude
Action
The initial communication task of the brand is to increase consumer awareness of the brand.
The second step of the communication process is brand comprehension and involves the audience (customers) learning something about the brand.
The third step is the attitude that is the interaction of the advertisement with the customer.
The final step is the action phase makes the buyer to buy the product.
The second important concept of the DAGMAR approach is that the advertising goals be specific.
1. Measurement procedure – Goals to be made specific and it should include measurement procedure.
2. Benchmark - A standard or point of reference against which our advertisement goals have to be compared or assessed with that of competitors.
3. Target Audience.
4. Time period e.g. Parlie – G.
5. Written Goals.
Advertising Agency
Definition of Advertising Agency The American Association of Advertising Agencies or 4As has given the following definition to advertising agencies: ―Advertising agency is an independent business, composed of creative and business people who develop, prepare and place advertising in advertising media for sellers seeking to find customers for their goods or services.‖ General
DAGMAR – Defining Advertising Goals for Measured Advertising Results.
It is a book written in 1961 by Russell H. Colley
The book introduced what has become known as the DAGMAR approach to advertising planning and included a precise method for selecting and quantifying goals and for using those goals to measure performance.
The first important concept of DAGMAR approach is to define an advertise goal i.e. communication task.
The second important concept of the DAGMAR approach is that the advertising goal be specific
A hierarchy of effects model of the communication process by DAGMAR first important concept.
Unaware
Aware
Comprehension and Image
Attitude
Action
The initial communication task of the brand is to increase consumer awareness of the brand.
The second step of the communication process is brand comprehension and involves the audience (customers) learning something about the brand.
The third step is the attitude that is the interaction of the advertisement with the customer.
The final step is the action phase makes the buyer to buy the product.
The second important concept of the DAGMAR approach is that the advertising goals be specific.
1. Measurement procedure – Goals to be made specific and it should include measurement procedure.
2. Benchmark - A standard or point of reference against which our advertisement goals have to be compared or assessed with that of competitors.
3. Target Audience.
4. Time period e.g. Parlie – G.
5. Written Goals.
Advertising Agency
Definition of Advertising Agency The American Association of Advertising Agencies or 4As has given the following definition to advertising agencies: ―Advertising agency is an independent business, composed of creative and business people who develop, prepare and place advertising in advertising media for sellers seeking to find customers for their goods or services.‖ General