D A G M A R

Approach
Defining Advertising Goals for Measured Advertising Results

GUNJAN MEHRA (13)

THE DAGMAR APPROACH

Define
Advertising
GOALS for
Measured
Advertising
Results

DAGMAR APPROACH
DAGMAR Approach is the task of measuring ad
effectiveness as well as the objectives or goals of
advertising.
Russell Colley (1961) developed a model for
setting advertising objectives and measuring the
results. This model was entitled Defining
Advertising Goals for Measured Advertising
Results- DAGMAR
Colley distinguished 52 advertising goals that might
be used with respect to a single advertisement.

GOALS
The goals may pertain to sales,
image, attitude and awareness.
Some of the goals are:
Persuade a prospect to visit a show room & ask for a
demonstration.
Build up the moral of the companys sales force.
Facilitate sales by correcting false impression, misinformation &
other obstacles.
Provide information regarding benefits & superior features of brand.

Communication Process

Communication Process in DAGMAR

Approach
or
A Hierarchy of effects model of the
communications process

Advertising Objectives

Dr. Kailas
Ghodke

Involvement
High

HIGH

Awareness

LOW

Low

Sustain current
levels
of
awareness

Refine
awareness

Build
awareness
quickly.

Create
association of
awareness of
product
with
product class
need

Awareness:
Awareness of the existence of a product or organization is
necessary before the purchase behavior can be expected.
Once the awareness has been created in the target audience,
it should not be neglected. If there is neglect, the audience
may become distracted by competing messages and the level
of awareness of focus product or organization will decline.
Awareness needs to be created, developed, refined or
sustained, according to the characteristics of the market and
the particular situation facing an organization at any one point
of time.

Comprehension
Awareness on its own may not be sufficient to stimulate a
purchase. Knowledge about the product or the organization is
necessary. This can be achieved by providing specific
information about key brand attributes.
In attempting to persuade people to try a different brand of
water, it may be necessary to compare the product with
other mineral water products and provide an additional
usage benefit, such as environmental claims.
The ad of Ganga mineral water, featuring Govinda, which
banked on the purity aspect. They related the purity of the
water with that of river Ganga.

Conviction
The next step is to establish a sense of conviction. By
creating interest and preference, buyers are moved to a
position where they are convinced that a particular product in
the class should be tried at the next opportunity.
To do this, audiences beliefs about the product have to be
molded and this is often done through messages that
demonstrate the products superiority over a rival or by
talking about the rewards as a result of using the product.
Many ads like Thumbs Up featured the reward of social
acceptance as grown up. It almost hinted that those who
preferred other drinks were kids.

Action
Communication 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, are famous in Indian cities as a result of
its personal selling efforts.
For high involvement decisions, the most effective tool in the
communication mix at this stage in the hierarchy is personal
selling. Through the use of interpersonal skills, buyers are more
likely to want to buy a product than if personal prompting is
absent.

Target Audience : A key tenet of the

DAGMAR approach is that the target
audience be well defined.

Written Goals: Finally, goals should be

committed to paper.

Conclusion
The DAGMAR approach to setting
objectives is a refinement & extension
developed over a decade ago. It gave
emphasis on communication task
related to a define audience in a given
time period. So that each & every
advertisement can only be successful, if
they relate to involving awareness,
comprehension, attitude & action.

THANK YOU