The DAGMAR approach defines goals for measuring advertising effectiveness. It was developed by Russel Colley in 1961 to distinguish 52 advertising goals related to sales, image, attitude, and awareness. The approach involves defining goals that are specific, have a defined target audience and measurement procedure, benchmarks for achievement, and are written down. It focuses on matching communication tasks to audience involvement levels related to awareness, comprehension, attitude, and action. While useful historically, the DAGMAR approach faces challenges related to quantifying sales goals, measurement difficulties, and external influences.

1. Presented By
Keshaw Kumar Sahu
Vachan toppo
Manjit Gauraw
Mohit Agrawal
Nikhil Rathod

2. THE DAGMAR APPROACH
Define
Advertising
GOAL for
Measuring
Advertising
Result

3. DAGMAR APPROCH
DAGMAR Approach is the task of measuring ad effectiveness as
well as the objectives or goals of advertising.
In 1961, Russel H. Colley wrote a book under the sponsorship of
the association of National Advertisers called Defining advertising
goals for measured advertising result. The book has become
know as the DAGMAR approach.
Colley distinguished 52 advertising goals that might be used with
respect to a single advertisement.

4. 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 company’s sales force.
Facilitate sales by correcting false impression,
misinformation & other obstacles.
Provide information regarding benefits & superior
features of brand.

5. Communication Task

6. Involvement
High Low
Sustain current Refine awareness
levels of
HIGH awareness
Awareness Build awareness Create association
quickly. of awareness of
product with
LOW product class need

7. 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.

8. 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.

9. 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, 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.
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.

10. 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.

11. Characteristics of Objectives
The second importance concept of DAGMAR
approach is that the advertising goal should be
specific. It should be consists of:
Measurement procedure: To indicate exactly what
appeal or image is to be communicated and to specify
the measurement procedure.

13. Target Audience : A key tenet of the DAGMAR
approach is that the target audience be well defined.

14. Benchmark: President lincolh has been quoted as
saying, “if we could first known where we are & whither
we are tending, we could better judge what to do and
how to do it.” Benchmarks can suggest how a certain
goal can best be reached.

15. Written Goals: Finally, goals should be committed to
paper.

16. Challenges to the DAGMAR
Approach
• Sales Goal
• Measurement Problem
• Noise in the System

17. 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.