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and measuring the results for an advertising campaign. Colley prepared a report for the
association of national advertisers titled “Defined Advertising Goals for Measured Advertising
Results” which stressed on communication effects of advertising as the logical basis for setting
advertising goals and objectives against which results should be measured. Since then his
approach came to be known as DAGMAR Approach.
they are:
It must set a standard or benchmark and specify the desired change against which
results can be measured
(1) Awareness: At this stage the targeted audience becomes aware about the brand or product.
Advertiser`s Objective – Make people aware about the product.
(2) Comprehension: At this stage the customers get more information about the product and
understands the benefits of using the product.
(3) Conviction: At this stage a customer evaluates different products and plans to buy the
product.
(4) Action: This stage involves the actual purchase of a product by the customer.
Example of an Advertising Objective Statement using DAGMAR Approach: A company selling study
material of brand X, sets the following advertising objective: To increase among 50,000 students
in Lucknow, who are preparing for CAT, the ability to identify brand X as one of the best study
material and persuade them that it will help them to clear CAT examination of 2017, from
present 5% to 25% in 6 months.
Advertiser`s Objectives:
Communication Objectives: Ability to identify brand X as one of the best study materials and
persuade that it will help to clear 2017 CAT Exam
Colley also developed a checklist of 52 specific advertising tasks to establish objectives, few of
which are:
Aid sales force with sales promotion and selling activities and boost their morale