DAGMAR Approach

D A G M A R ApproachDefining Advertising Goals for Measured Advertising Results

GUNJAN MEHRA (13)

Define

Advertising

GOALS for

Measured

Advertising

Results

THE DAGMAR APPROACH

DAGMAR APPROACHDAGMAR Approach is the task of measuring ad effectiveness as well as the objectives or goals of advertising.

Russell Colley (1961) developed a model for setting advertising objectives and measuring the results. This model was entitled ‘Defining Advertising Goals for Measured Advertising Results- DAGMAR

Colley distinguished 52 advertising goals that might be used with respect to a single advertisement.

GOALSThe 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.

Advertising Objectives

5

Dr. Kailas Ghodke

Communication Process

Communication Process in DAGMAR Approach

or A Hierarchy of effects model of the

communications process

 InvolvementHigh Low

Awareness

HIGH

 Sustain current levels of awareness  

 Refine awareness  

LOW

 Build awareness quickly.

 Create association of awareness of product with product class need

Awareness: 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.

Comprehension 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.

Conviction 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

molded 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.

Action 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.

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

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

ConclusionThe 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.

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