One of the guiding approaches behind the advertising objectives is DAGMAR proposed by Colley in 1961.

1. DAGMAR
APPROACH
By- Vijyata

2. DAGMAR
Defining Advertising
Goals for Measured
Advertising Results

3. DAGMAR approach defines an advertising
Goal /advertising objective as a specific
communication task to be accomplished among a
defined audience , in a given period of time.
It was proposed by Rusell H.Colley

4. ADVERTISING OBJECTIVES
•To INFORM
•To PERSUADE
•To REMIND
•To REINFORCE

5. Advertising OBJECTIVES
To Inform To Persuade
• Informing the market about a new
product
• Suggesting new uses for a product
• Informing the market of a price
change
• Explaining how the product works
• Describing available services
• Correcting false impressions
• Reducing consumer's fears.
• Building a company image
• Building brand preference
• Encouraging switching to your
brand
• Changing consumer's perception
of product attributes
• Persuading consumers to
purchase now
• Persuading consumers to
receive a sales call

6. Advertising OBJECTIVES
To Remind To Reinforce
• Reminding consumer that the
product may be needed in near
future
• Reminding consumer where to
buy the product from
• Keeping product in consumer's
mind during off seasons
• Maintaining top-of-mind'
awareness
• Convincing current purchasers
that they made the right choice
• Highlighting the positive
features of a product that
satisfied the people who have
already purchased it

7. COMPREHENSION
AND IMAGE
ATTITUDE
UNAWARE AWARE
ACTION
The prospect must be aware of the
existence of the brand or company
The prospect must understand what
the product is and what it will do for
him
The prospect must develop a mental
disposition to buy the product
The prospect must stir himself into
action, i.e. buy the product
D
A
G
M
A
R

8. Key premises of DAGMAR
• Advertising’s prime job is to communicate
with a specific target audience and to
bring them to the state of action.
• Advertising goal should be specific ,
written with measurable task involving a
starting point and fixed time period

9. Limitation of DAGMAR approach
• No consideration for atypical response hierarchies
• No recognition of sales as an advertising objective
• Involves high cost
• Inhibits creativity

10. THANK YOU
For any sawaal , sujhao or
comment , write to me at
vijyata.rwc@gmail.com