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Advertising Management NotesIntroduction to AdvertisementDefinition and Objectives of AdvertisingFunctions & Classifications of Advertising Advertising Agency and its FunctionsTypes and Structure of modern Ad-agencySelection of Advertising AgencyThe Communication MixBuilding of Advertising ProgramAdvertising AppealsAIDA ConceptAdvertising Media CharacteristicsMedia Planning and SchedulingDAGMAR ApproachAdvertisement Evaluation and TestingRecall Recognition & PersuasionAdvertising BudgetAdministration & Control of BudgetRegulation of AdvertisingEthics in Advertising Marketing Management NotesNature & Scope of MarketingDefinition & Meaning of MarketingNature & Scope of Marketing ManagementMarketing ProcessMarketing Envi…

MBA Notes - DAGMAR Model

Question - What is DAGMAR Model? Explain communication process in DAGMAR approach.

DAGMAR  stands for Defining Advertising Goals for Measured Advertising Results. DAGMAR Model was developed by Russell Colley in 1961 for setting advertising objectives and measuring advertising results.

According to DAGMAR Model the ultimate objective of advertising involves a communication task, intended to create awareness, impart information, develop attitude and induce action.

Advertising objective is to carry a consumer through four levels of understanding :-

  1. From unawareness to awareness - consumer must be aware of product or company,
  2. Comprehension - what the product is and its benefits,
  3. Conviction - mental conviction to buy the product, and
  4. Action - finally buy the product.

Communication Process in DAGMAR  Approach

Dagmar Model - According to DAGMAR Model the ultimate objective of advertising involves a communication task, intended to create awareness, impart information, develop attitude and induce action.
1. Awareness
Before the purchase behaviour is expected from target audience it is necessary to make the audience aware with the product or company.The initial communication task of the advertising activity is to increase the consumer awareness of the product or offer.

2. Comprehension
Only Awareness is not be sufficient to stimulate a purchase, sufficient knowledge and information about product or organisation is necessary. This step involves the target audience to learn something about product, organisation, or offer. Here communication task of advertising activity is to make consumer learn about product - product characteristics, benefits, or uses.

3. Attitude or Conviction
At this step a sense of conviction is established. 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. At this step communication task of advertising activity is to mould the audience’s beliefs about the product 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.

4. Action
Finally, communication must encourage buyer to engage in purchase activity.



  2. These infos help a lot. thanks! :D

  3. Thanks a lots its was very simple to clear all the concept


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