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    Dagmar & Capp Model

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    Sumit Chawla
    The DAGMAR model is a framework for defining advertising goals and measuring advertising results. It conceptualizes the purchase process as moving through distinct stages from unawareness to awareness, comprehension, conviction, and finally action. The key concepts of the DAGMAR model are that advertising objectives should define a specific communication task, target audience, measurable goals, benchmarks, and time periods to facilitate evaluation. Limitations include its sales orientation and inability to account for impulsive purchases.

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    Dagmar & Capp Model

    Uploaded by

    Sumit Chawla
    418 views8 pages
    The DAGMAR model is a framework for defining advertising goals and measuring advertising results. It conceptualizes the purchase process as moving through distinct stages from unawareness to awareness, comprehension, conviction, and finally action. The key concepts of the DAGMAR model are that advertising objectives should define a specific communication task, target audience, measurable goals, benchmarks, and time periods to facilitate evaluation. Limitations include its sales orientation and inability to account for impulsive purchases.

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    The DAGMAR model is a framework for defining advertising goals and measuring advertising results. It conceptualizes the purchase process as moving through distinct stages from unawareness to awareness, comprehension, conviction, and finally action. The key concepts of the DAGMAR model are that advertising objectives should define a specific communication task, target audience, measurable goals, benchmarks, and time periods to facilitate evaluation. Limitations include its sales orientation and inability to account for impulsive purchases.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    418 views8 pages

    Dagmar & Capp Model

    Uploaded by

    Sumit Chawla
    The DAGMAR model is a framework for defining advertising goals and measuring advertising results. It conceptualizes the purchase process as moving through distinct stages from unawareness to awareness, comprehension, conviction, and finally action. The key concepts of the DAGMAR model are that advertising objectives should define a specific communication task, target audience, measurable goals, benchmarks, and time periods to facilitate evaluation. Limitations include its sales orientation and inability to account for impulsive purchases.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 8

    For an advertisement to be effective it must be noticed, read, comprehended, believed and acted upon.

    -Daniel Starch, 1923

    For one who has no objective, nothing is relevant - Confucius

    DAGMAR Model
    Abbreviation Defining Advertising Goals for Measuring Advertising Results

    Model by Russell H Colley

    Task has to be accomplished among a well defined audience within a specified period of time

    DAGMAR- Is a model of the purchase process beginning at a point where the prospect does not know that a particular brand exists in the market

    DAGMAR Model
    Unaware

    Aware

    Brand Comprehension & Image

    Attitude (Conviction)

    Action

    Concepts of DAGMAR
    I] A Communication Task An advertising objective involves a specific communication task.

    It is recognized that advertising is a mass paid communication that is intended to create awareness, impart information, develop attitude or

    induce action
    II] A Specific Task- Advertising goals should be specific 1. Measurable Task As far as possible, advertising objectives should be quantitative to facilitate measurement

    Increase awareness of a store by 10%

    Concepts of DAGMAR
    2.Benchmark- Is a standard or point of reference which can be used to determine success or failure of an advertising campaign

    Increase awareness of a store from the current level of 20% to 30%


    3. Target Audience It is very important to define target audience in precise terms as target segments differ significantly

    Increase awareness of a store from the current level of 20% to 30% among urban customers of Pune City

    Concepts of DAGMAR
    4. Time Period Time should be specified within which objectives must be achieved

    Increase awareness of a store from the current level of 20% to 30% among urban customers of Pune City in next 6 months period
    5. Written Goals - It is expected that goals must be in writing. Oral goals are not entertained

    Limitations of DAGMAR
    Sales Oriented Performance- DAGMAR approach is considered to be successful if the sales increase & it is considered as a failure if increase in sales is not achieved

    Partial Assessment - DAGMAR approach assesses the impact of advertising campaign in a quantitative term, it does not explain how to improve qualitative representation Unsuitable for Small Advertising- Only large advertisers can allocate funds to collect the information about response

    No Comprehensive study- It is not necessary that a consumer will go through the pre-defined steps in hierarchy model. - He/She may have impulsive purchaser. DAGMAR does not explain impulsive purchase

    Areas where advertising objectives are Set


    Introduction of Product

    Countering Competition

    Building brand image

    Stimulate impulse buying

    Supporting other sales promotion activities

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