DAGMAR Defining Advertising goals for measured advertising results. A model for Marketing Communications developed by Colley in 1961. 1) Unawareness of the Product 2) Awareness as a result of Advertising- Customer knows about the brand 3) Comprehension - recognition and understanding of the product 4) Conviction - Firm attitude towards the brand- the development of preference for the brand 5) Action - move towards purchase
The effectiveness of the advertising campaign is evaluated by its movement along the spectrum
DAGMAR allows for the cumulative impact of the advert.
It is rare for a single advert to have the power to move the consumer from Unawareness to Action.
Cognitive Response A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications. Examines types of thoughts that are evoked by an advertising message. Consumers write down or verbally report their reactions to a message.
A Model of Cognitive Response
How Advertising Works Advertising Input Message content, media scheduling, repetition Advertising Input Message content, media scheduling, repetition Filters Motivation, ability, (involvement) Consumer Cognition, Affect, Experience Filters Motivation, ability, (involvement) Consumer Cognition, Affect, Experience Consumer Behavior Choice, consumption, loyalty, habit, etc.