'Defining Advertising Goals for Measured Advertising Results', abbreviated to DAGMAR,was proposed by Russell H.Coney in 1961.Coney suggested that acievement of a hierarchy-of-communications objectives leads to actual purchase.He suggested that marketing goals and advertising goals were different.Marketing goals are measured in terms of sales whereas advertising goals are measured in terms of the customers' movement along the hierarchy.The various stages in this model are as follows:-
1) AWARENESS:- In this stage the customer becomes aware of the product.
2) COMPREHENSION:- The customer is aware of the product characteristics and its uses.He is also familiar with the brand name and brand logo.
3) CONVICTION:-This stage refers to the emotional decision of preffering one brand to anothers.
4) ACTION:- In this stage the purchase is made.
The DAGMAR model assumes a high-involvment "learn-feel-do" hierarchy.As advertising and marketing goals are deemed distinct,advertising goals can be defined specifically tracked and measured.The long-term effects of the advertisement can also be studied.With the help of the DAGMAR model,the effectiveness of the advertisement can be measured in terms of its ability to move the customer along the hierarchy.The model enabled marketers to define the target market or audience for the commercial.
As the advertisement had to be based on the objectives,creative people involved in the process of designing tend to feel that their creativity was being stifled.The implementation of DAGMAR is also very costly,as extensive research is required for setting quantitative targets and measuring them.
Example:- General Motors(GM) used the DAGMAR approach to identify advertising goals.
1) AWARENESS:- In this stage the customer becomes aware of the product.
2) COMPREHENSION:- The customer is aware of the product characteristics and its uses.He is also familiar with the brand name and brand logo.
3) CONVICTION:-This stage refers to the emotional decision of preffering one brand to anothers.
4) ACTION:- In this stage the purchase is made.
The DAGMAR model assumes a high-involvment "learn-feel-do" hierarchy.As advertising and marketing goals are deemed distinct,advertising goals can be defined specifically tracked and measured.The long-term effects of the advertisement can also be studied.With the help of the DAGMAR model,the effectiveness of the advertisement can be measured in terms of its ability to move the customer along the hierarchy.The model enabled marketers to define the target market or audience for the commercial.
As the advertisement had to be based on the objectives,creative people involved in the process of designing tend to feel that their creativity was being stifled.The implementation of DAGMAR is also very costly,as extensive research is required for setting quantitative targets and measuring them.
Example:- General Motors(GM) used the DAGMAR approach to identify advertising goals.
2 comments:
Can You explain the example?
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