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Dagmar

1. The DAGMAR model is a 4-step model for setting advertising objectives and measuring results: Awareness, Comprehension, Conviction, and Action. 2. The first step is Awareness, where the goal is to make the target audience aware of the brand through simple repetitive messages. 3. Comprehension is the second step, where the goal is for customers to understand what benefits the product provides. 4. Conviction is the third step, where the goal is to build conviction among the target audience to buy the product by convincing them of its benefits.

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132 views

Dagmar

1. The DAGMAR model is a 4-step model for setting advertising objectives and measuring results: Awareness, Comprehension, Conviction, and Action. 2. The first step is Awareness, where the goal is to make the target audience aware of the brand through simple repetitive messages. 3. Comprehension is the second step, where the goal is for customers to understand what benefits the product provides. 4. Conviction is the third step, where the goal is to build conviction among the target audience to buy the product by convincing them of its benefits.

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rehanbtariq
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© © All Rights Reserved
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Download as DOC, PDF, TXT or read online on Scribd
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DAGMAR MODEL:

Another model called DAGMAR has now increasingly become more popular and
comprehensive than AIDA. DAGMAR steps are more defined and easy to apply.
Russell Colley (1961) developed a model for setting advertising objectives and
measuring the results. Term DAGMAR is an acronym for Defining Advertising Goals
for Measured Advertising Results. According to DAGMAR a sale must carry a potential
customer through four stages of understanding! from unawareness to Awareness"the
consumer must first be aware of a brand or company #omprehension"he or she must
have a comprehension of what the product is and its benefits$ #onviction"he or she
must arrive at the mental disposition or conviction to buys the brand$ Action"finally he
or she actually buy that product!
I. Awareness.
If most of the target audience is unaware of the object the communicator%s tas& is to
build awareness perhaps just name recognition with simple messages repeating the
product name. #onsumers must become aware of the brand. This isn%t as straightforward
as it seems. #apturing someone%s attention doesn%t mean they will notice the brand name.
Thus the brand name needs to be made focal to get consumers to become aware.
Maga'ines are full of ads that will capture your attention but you%ll have trouble easily
seeing the brand name.
The target audience might have product awareness but not &now much more$ hence this
stage involves creating brand &nowledge. This is where comprehension of the brand
name and what it stands for become important. (hat are the brand%s specific appeals its
benefits) In what way is it different than competitor%s brands) (ho is the target mar&et)
These are the types of *uestions that must be answered if consumers are to achieve the
step of brand &nowledge.
+uppose you are having a service or product and your customer &nows nothing about the
product.
As your client is unaware of the product the first step is to ma&e him aware of your
product by posting advertisement regarding your product on respective websites.
II. Compreens!on.
Is the ne,t step and the aim is that customers understand what the product will do for
them. Advertising that helps a customer understand the benefits and features of the
particular product offered will increase comprehension about the product.
#omprehension is the second step of DAGMAR. Try to &now the answers to these
following *uestions.
a- (hat is your product about)
b- (hat are product%s potential features and benefits of product)
c- (hat will your customer get from your product) And how)
Answers to all these *uestions will help you to get a potential customer.
III. Con"!#t!on.
A target audience might prefer a particular product but not develop a conviction about
buying it. The communicator%s job is to build conviction among the target audience.
#onvince your customer by telling him the benefits of your product. After convincing
your ne,t step starts i.e. action which is not controlled by you. .ou have to depend on
the customer. /owever your previous actions will have a major role to play.
If you have been able to convince the customer ad have answered him satisfactorily and
then you will definitely be the winner of the day.
I$. A#t!on.
#ommunication must finally encourage buyers to engage in purchase activity.
Advertising can be directive and guide the buyers into certain behavioural outcomes
Use of toll free numbers, direct mail activities and reply cards and coupons.
Tupperware, Aqua Guard, is famous in Indian cities as a result of its personal
selling efforts.
Cara#ter!st!#s o% O&'e#t!"es:(
A major contribution of DAGMAR was #olley%s specification of what constitutes a good
objective. 0our re*uirements or characteristics of good objectives were noted
Con#rete an) measura&le: The communications tas& or objective should be a precise
statement of what appeal or message the advertiser wants to communicate to the target
audience. 0urthermore the specification should include a description of the measurement
procedure
*ar+et au)!en#e: A &ey tenet to DAGMAR is that the target audience be well defined.
0or e,ample 1if the goal was to increase awareness it is essential to &now the target
audience precisely. The benchmar& measure cannot be developed without a specification
of the target segment
,en#mar- an) )e+ree o% #an+e sou+t: Another important part of setting objectives
is having benchmar& measures to determine where the target audience stands at the
beginning of the campaign with respect to various communication response variables
such as awareness &nowledge attitudes image etc. The objectives should also specify
how much change or movement is being sought such as increase in awareness levels
creation of favorable attitudes or number of consumers intending to purchase the brand
etc. a benchmar& is also a prere*uisite to the ultimate measurement of results an essential
part of any planning program and DAGMAR in particular.
.pe#!%!e) t!me per!o)! A final characteristic of good objectives is the specification of the
time period during which the objective is to be accomplished e.g. 2months 3 year etc.
(ith a time period specified a survey to generate a set if measures can be planned and
anticipated.
/r!tten Goal! 0inally goals should be committed to paper. (hen the goals are clearly
written basic shortcomings and misunderstandings become e,posed and it becomes easy
to determine whether the goal contains the crucial aspects of the DAGMAR approach.

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