hierarchical model of the communications process withfour stages:
This isn’t the first time a soft drink brand has tried to launch a mid-calorie beverage with less sugar and calories than the regular version of the soft drink but more sugar and more calories than the diet version. It’s the middle-of-the road choice that Americans haven’t embraced in the past.The ad campaign was launched in 2006 and it’s main theme centers around people drinking Coke and feeling happy and positive. You drink Coke, you feel good. The campaign has optimistic and positive vibes, and it captures the very essence of life. It encourages people to love spontaneity and to see the world in full color.
Target audience – a key tenet to DAGMAR is that the target audience be well defined. Forexample – if the goal was to increase awareness, it is essential to know the target audience precisely. The benchmark measure cannot be developed without a specification of the target segment
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
Benchmark and degree of change soughtanother important part of setting objectives is having benchmark measures to determine where the target audience stands at the beginning of the campaign with respect to various communication response 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. a benchmark is also a prerequisite to the ultimate measurement of results, an essential part of any planning program and DAGMAR in particular.
O Advertising may be defined as the process of
buying sponsor-identified media space or
time in order to promote a product, service
or an idea.
O Advertising is any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an identified
Types of Communication/Advertising Models: AIDA Model
O GOAL for
O DAGMAR Approach is the task of measuring ad
effectiveness as well as the objectives or goals of
O In 1961, Russell 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
O Colley distinguished 52 advertising goals that might be
used with respect to a single advertisement.
COLLEY PROPOSED THAT THE COMMUNIiATiON TASK TO BE
BASED ON A HiERARCHiCAL MODEL OF THE
COMMUNiCATiONS PROCESS WiTH FOUR STAGES:
Awareness: Making the consumer aware of the existence of the
brand or company.
Comprehension: Developing an understanding of what the product
is and what it will do for the consumer.
Conviction: Developing a mental disposition in the consumer to
buy the product.
Action: Getting the consumer to purchase the product.
The second importance concept of DAGMAR approach is
that the advertising goal should be specific. It should be
Measurement procedure: To indicate exactly
what appeal or image is to be communicated
and to specify the measurement procedure.
Target Audience : A key tenet of the DAGMAR approach is
that the target audience be well defined.
Finally, goals should be committed to paper. It becomes easy to determine
whether the goal contains the crucial aspects of the DAGMAR approach
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.
The DAGMAR approach to setting objective 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.