DAGMAR marketing
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Defining Advertising Goals for Measured Advertising Results, abbr. DAGMAR was an advertising model proposed by Russel H. Colley in 1961.
Details
[edit]According to DAGMAR, each purchase prospect goes through 4 steps:
- Awareness
- Comprehension
- Conviction
- Action
These steps are also known as ACCA advertising formula. ACCA/DAGMAR is a descendant of AIDA advertising formula and considered to be more comprehensive than AIDA.[citation needed] Developed for the measurement of advertising effectiveness, it maps the states of mind that a consumer passes through. Carol Kopp from Investopedia.com, describes the process entailing the DAGMAR model to also require, "an evaluation of the campaign's success against a pre-set benchmark."
Important parts of the DAGMAR model are definitions of target audience, (people whom the advertising message is addressed to) and objectives (goals of the advertising message).[citation needed]
See also
[edit]References
[edit]- Defining Advertising Goals for Measured Advertising by Solomom Dutka - Publisher: NTC Business Books; 2 Sub edition (April 1, 1995) ISBN 0-8442-3422-2, ISBN 978-0-8442-3422-9
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