The document discusses the DAGMAR framework for advertising planning and measuring results. DAGMAR (Defining Advertising Goals for Measured Advertising Results) was developed by Russel H Colley in 1961. It proposes that consumers progress through 4 stages - Awareness, Comprehension, Conviction and Action (ACCA) - before purchasing a product. The document outlines the 4 stages and provides examples. It also discusses how to set concrete, measurable advertising objectives according to DAGMAR by specifying the communication task, target audience, benchmark, degree of change and time period. Finally, it notes some criticisms of the DAGMAR approach.

1. DAGMAR is ……………
Defining Advertising Goals for
Measured Advertising Results.

2. • An approach to advertising planning and a precise
method for selecting and quantifying goals and for
using those goals to measure performance.
• Russel H Colley (1961) developed a model for
setting advertising objectives and measuring the
results.

3. According to DAGMAR,
before purchase,
prospect goes through
4 steps:
1. Awareness
2. Comprehension
3. Conviction
4. Action
These steps are also
known as ACCA
advertising formula.

4. Advertising Objective
• An advertising objective involves a communication
task, intended to create awareness, impart
information, develop attitudes or induce action.
• ACCA/DAGMAR is a descendant of AIDA
advertising formula and considered to be more
popular and comprehensive than AIDA.

5. DAGMAR V/S AIDA

6. A Measurable Objective
The DAGMAR approach emphasises the
importance of objectives, we must have
some form of measurement to indicate the
effectiveness of the advertising/
promotional campaign.
So if you are thinking of a promotional
campaign, it must have an objective. And
an objective that is measurable.

7. • Your measurable objective must be written, clear and
unambiguous. Goals like 'Improve store
image'/Increase awareness of our store' etc are too
vague and do not lead to anywhere.
• A good starting point to work on the goal would be
• Increase awareness of our store by 10%

8. A Conceivable Benchmark:
• When we talk of measurement, its both current and
future. We must, first, know where we stand now,
and know in quantitative terms. for example:
• If you know that already many customers are visiting
your store, you may probably have some idea of their
behaviour related to purchases. Now you know that
your advertising can be aimed at converting your
visitors to customers.

9. • As an example, if you are selling premium car
accessories, you should target customers who are
either stylish, sophisticated or own premium cars.
• Let's reconstruct our goal now:
• Increase awareness of our store from the current
level of 20% to 30%

10. Well-Defined Target Audience
• The first lesson you should learn in marketing is
target audience. Not everyone is going to buy your
product. Not everyone needs your product, So,
identify your target audience, to whom you are
going to aim your ad campaign. Most likely, this is
going to be your user segment as well.
• Working further on the advertising goal, we now
have: Increase awarenes of our store from the
current level of 20% to 30% among the owner of
product X

11. Fixed time period
• You should have a fixed time period, six months or a
year, within which you should aim at attaining
certain goals. There should also be some time
allocated to test the campaign, make amendments, if
required to the campaign . So, we finally have our
advertising goal as follows:
• Increase awarenes of our store from the current level
of 20% to 30% among the owner of product X before
the launch of product Y which is expected within the
next six months.

12. Characteristics of Objectives
A major contribution of DAGMAR was Colley’s specification of
what constitutes a good objective. Four characteristics of
good objectives were :
• Concrete and measurable—the communications task or
objective should be a precise statement of what appeal or
message the advertiser wants to communicate to the target
audience. Furthermore the specification should include a
description of the measurement procedure
• Target audience –The target audience should be well defined.
For example –if the goal was to increase awareness, it is
essential to know the target audience precisely.

13. Benchmark and degree of change sought—
another important part of setting objectives is having
benchmark measures to determine where the target
audience stands with respect to variables such as
awareness, knowledge, attitudes, image, etc.
• The objectives should also specify how much change
or movement is being sought such as increase in
awareness levels, creation of favorable attitudes or
number of consumers intending to purchase the
brand, etc.

14. Specified time period—a final characteristic of good
objectives is the specification of the time period
during which the objective is to be accomplished,
e.g. 6months, 1 year etc.
Written Goal - finally goals should be committed to
paper. When the goals are clearly written, basic
shortcomings and misunderstandings become
exposed and it becomes easy to determine whether
the goal contains the crucial aspects of the DAGMAR
approach.

15. Communication Process in DAGMAR Approach

16. Awareness
• The initial communication task of the advertising
activity is to increase consumer awareness of the
product or offer.
• From unawareness to Awareness—the
consumer must first be aware of a brand or
company.
• Awareness needs to be created, developed,
refined or sustained.

17. Awareness grid
Involvement
HIGH LOW
Awareness
HIGH
Sustain current
levels of awareness
Refine awareness
LOW
Build awareness
quickly.
Create association of
awareness of product
with product class need

18. Buyer experiences high involvement:
• Awareness levels need only be
sustained and efforts need to be
applied to other communication
tasks.
• Sales promotion and personal
selling are more effective.
• The LG golden eye ads were
repeatedly shown in spite of high
awareness to ensure top of mind
awareness and retain the existing
awareness levels.

19. • Where low levels of
awareness are found, getting
attention needs to be the
prime objective.
• Sahara Homes ad featuring
Amitabh Bachhan saying “
jaha base Bharat”. Awareness
level is low, however it is a
high involvement decision.
Thus adequate attention is
required and awareness levels
are raised with use of well-
known and trusted celebrities.

20. Buyer experiences low involvement
• Buyers have sufficient level of awareness, recognition
and brand image would be required to refine and
strengthen the level of awareness so that it provokes
interest and stimulates greater involvement during
recall or recognition.
• Parle G ad that talks about it being the largest seller
“ Duniya ka sabse Zyada bikne waala biscuit”. Parle G
as a brand already enjoys high levels
of awareness and requires low
involvement decision, thus
communication is mainly
intended to refine awareness.

21. • If buyers have low level of awareness, the prime
objective has to be to create awareness of the focus
product in association with the product class.
• When coils were popular in use and then the
different repellants entered the market, awareness
had to be created about their benefits and use.

22. Comprehension
• 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.

23. • 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.

24. Conviction
• Establish a sense of conviction. By creating interest
and preference, buyers are convinced that a
particular product in the class should be tried at the
next opportunity.
• 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.

25. Action
• Communication must finally encourage buyers to
engage in purchase activity. Advertising can be
directive and guide the buyers into certain
behavioural outcomes.
• The action phase involves some overt move on
the part of the buyer such as trying a brand for
the first time, visiting a showroom, or requesting
information.

26. Criticism of DAGMAR
1. Problems with the Response Hierarchy
For e.g. a child accompanying mother to a grocery store
is likely to demand a product without indulging in stages
like becoming aware about it, being interested by it and
then buying it. He may just be lured by the display.
2. Sales objectives are absent.
3. Impractical and costly.

27. The Dagmar approach to set objectives
gave emphasis on communication task
related to a defined audience in a given
time period, so that each and every
advertisement can only be successful if
they are relate to involving
awareness,comprehension,attitude and
action.

28. THANK YOU