All the informations about DAGMAR approach and its concepts. The communication task, a specific task, characteristics of objectives, criticism of DAGMAR approach.

4. • In 1961, Russell Colley prepared a report for the association of
National Advertisers titled efining dvertising oals for
easured dvertising esults.
Advertising
Communication Task
Accomplished Among Audience
Specified Period of Time

6. A Specific Task-
Example:
An advertising, goal for a manufacturer of brand
X of detergent could be set as follows:
 To increase awareness (communication task) of
brand X from 20% to 70% (amount of change) within
2 months (time period) among housewives (target).

7. Concrete & measurable.
Benchmark & degree of change.
Specified time period.
Written goal.
Target audience.
Characteristics of Objectives-

8. Criticisms of DAGMAR-
Non comprehensive study.
Sales objectives.
Partial assessment.
Unsuitable to small organization.