AdvertisingTopic : DAGMAR

GROUP MEMBERS

SNEHA SHETTYPAYAL CHOKHANI

SAMICHHA MITTALPRITI DAS

90949897

THE WORLD OF ADVERTiSiNG

OAdvertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product, service or an idea.

OAdvertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

ADVERTiSiNG

Types of Communication/Advertising Models:-

AIDA Model

DAGMAR Model

Hierarchy-Effect Model

FCB Grid

HOW ADVERTiSiNGS WORKS?

ODefineOAdvertisingOGOAL forOMeasuringOAdvertising OResult

THE DAGMAR APPROACH

DAGMAR APPROCH

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

O In 1961, Russell H. Colley wrote a book under the sponsorship of the association of National Advertisers called Defining advertising goals for measured advertising result. The book has become know as the DAGMAR approach.

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

COMMUNiCATiON TASK

Awareness: Making the consumer aware of the existence of the brand or company.

Comprehension: Developing an understanding of what the product is and what it will do for the consumer.

Conviction: Developing a mental disposition in the consumer to buy the product.

Action: Getting the consumer to purchase the product.

COLLEY PROPOSED THAT THE COMMUNIiATiON TASK TO BE BASED ON A HiERARCHiCAL MODEL OF THE

COMMUNiCATiONS PROCESS WiTH FOUR STAGES:

CHARACTERiSTiCS OF OBJECTiVES

The second importance concept of DAGMAR approach is that the advertising goal should be specific. It should be consists of:

Measurement procedure: To indicate exactly what appeal or image is to be communicated and to specify the measurement procedure.

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. It becomes easy to determine whether the goal contains the crucial aspects of

the DAGMAR approach

The objectives should also specify how much change or movement is being sought such as increase in awareness levels, creation of favorable attitudes or number of consumers intending to purchase the brand, etc.

BENCHMARK:

CONCLUSiON

The DAGMAR approach to setting objective 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.