dagmar approach
TRANSCRIPT
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The DAGMAR Model“Hierarchy of Effects” Model of AdvertisingD • Defining
A • Advertising
G • Goals for
M • Measuring
A • Advertising
R • Results
Russel H. Colley developed this model for setting advertising objectives and measuring the results.
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• Consumer unawareness to awareness of existence of product
Unawareness
• Transform awareness to comprehension of benefits
Awareness
Action
The ProcessDAGMAR Model suggests that the ultimate objective of advertising must carry the consumer through four levels:
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Colley distinguished 52 advertising goals pertaining to a single ad…
Advertising Goals
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Characteristics of Objectives
Concrete and MeasurableTarget AudienceBenchmark and Degree of Change Sought
Specified Time PeriodWritten Goal
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Concrete & Measurable
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Target Audience
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Benchmark & Degree of Change Sought
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Specified Time Period
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Written Goal