The DAGMAR approach, developed by Russell Colley in 1961, outlines a framework for setting advertising objectives and measuring results, focusing on four stages: awareness, comprehension, conviction, and action. It emphasizes the necessity of creating and maintaining brand awareness, providing knowledge about the product, building consumer preference, and ultimately driving purchase behavior. The model suggests that effective communication is key to guiding consumers toward engaging in purchasing activities.

1. D A G M A R
Approach
By:-
Arzoo Siddiqui

2. > D- defining
> A- advertising
> G- goals
> M- measured
> A- advertising
> R- results

3. About DAGMAR…
RUSSELL COLLEY 1961- developed a model for
sitting advertising objectives and measuring the
result.
This model was entitled ‘defining advertising
goals for measured advertising results -
DAGMAR.’

4. Approaches
Of
DAGMAR
> AWARENESS
> COMPREHENSION
> CONVICTION
> ACTION

5.  AWARENESS
> Awareness of the existence of a product or
organization is necessary before the purchase
behaviour 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 be decline.
> Awareness needs to be created, developed, refined
or sustained, acc. To the characteristics of the market
and the particular situation facing an org. at any one
point of time.

6.  COMPREHENSION
> Awareness 0n 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.

7.  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, audience’s beliefs about
the product have to be moulded and this is often
done through messages that demonstrate the
product’s superiority over a rival or by talking
about the rewards as a result of using the product.

8.  ACTION
> Communication must finally encourage buyers to
engage in purchase activity. Advertising can be
directive and guide the buyers into certain
behavioural outcomes.