four hierarchy models and DAGMAR (Defining Advertising Goals for Measuring Advertising Results) Approach

1. Presentation on hierarchy models and
DAGMAR approach
Submitted to :- Mr. Vivek Mittal
Submitted by :- Satinder kaur (3158)
Tanvir Bhatti (3172)
Bhupinder (3110)

2. What is Advertisement??
Paid and non-personal public communication about
causes, goods and services, ideas, organizations,
people, and places
Through different means such as:-
 Direct mail
 Telephone
 Radio
 Print
 Television and
 Internet

3. Advertising response hierarchy models :-
1. AIDA Model
2. Hierarchy of effect Model
3. Innovation Adoption Model
4. Information Processing Model

10. Hierarchy of effects model

11. Stages of Hierarchy of effects model:-

12. Innovation adoption model
• Model is evolved from work on the diffusion
of innovations. This model represent the
stages a consumer passes through in adopting
an innovation—innovation such as a new
product.

13. Stages of innovation adoption model:-

14. AWARENESS
 It is the moment when people involved
become aware that a change is going to come.
 It is a kind of ‘one moment in time’, it is may
be the most delicate phase
 A wrong planning and communication can
compromise the result of the change process
from the very beginning

15. INTEREST
It is when people start elaborating the news
and become curious of knowing more about
it.
And when they start collecting as many
information as they can.

16. EVALUATION
It is when people start elaborating in their
mind all the information they have collected

17. TRIAL
During this phase, people involved in the
change start trying out the new procedures,
tools or whatever the change consists of

18. ADOPTION
 The change is implemented and people
ideally feel comfortable with it.
 This phase must not be neglected, but
correctly sustained,
For example by measuring the success of the
change and assessing if some minor
adjustments are still needed.

19. Information Processing Model
 It says that receiver of
communication is a
processor of
information.

21. DAGMAR APPROACH
DAGMAR stands for :-
Defining Advertising Goals for Measuring
Advertising Results.
It was developed by Russel Colley in 1961..
It is the task of measuring the ad effectiveness
as well as the objectives or goals of
advertising.

23. DAGMAR Model suggest that ultimate
objective of advertising must carry a
consumer through four levels of
understanding:-
i. Unawareness to Awareness
ii. Comprehension
iii. Conviction
iv. Action

24. AWARENESS
• Before expecting purchase behaviour
awareness of product or organization is
mandatory.
• Awareness needs to be created , developed or
sustained according to the characterstics of
the market.

25. COMPREHENSION
• Awareness on its own may not be sufficient to
stimulate a purchase, Knowledge about the
product and company is necessary.
• For Example:- The Ad of Ganga Mineral
Water, featuring Govinda , which was banked
on the purity aspect, They related the purity
of water with that purity of Ganga..

26. Conviction
• By creating interest and preference, buyers
are moved to a position where they are
convinced that a particular product should be
tried.
• To do this audience belief about product
should be moulded through message that
demonstrate the product.

27. Action
• Communication must finally encourages buyer
to engage in purchase activities.

28. Objectives of DAGMAR APPROACH
• Measurable
• Target audience
• Benchmark
• Written Goals