SPECIAL STUDY IN

MARKETING

PRESENTED TO:
Prof.G.M.Subba Rao
 DAGMAR
Defining advertising goals for measured advertising results

The DAGMAR approach can be summarized in its

succinct statement “defining an advertising goal”. An
advertising goal is a specific communication task to be
accomplished among a defined audience, in a given period of
time.
The DAGMAR approach emphasizes the communication
task of advertising not the marketing objectives of the firm.
The second important concept of the DAGMAR approach is that
the advertising goal be specified.
A Hierarchy of Effects Model of the Communications Process

Unaware

Aware

Comprehension and Image

Attitude

Actions
 Contributions of DAGMAR

 Provides a planning tool

 Guidance to the creative groups

 Provides a mechanism to incorporate behavioural

science theory
 DAGMAR- A Specific Task

 Measurement Procedure

 Benchmark

 Target Audience

 Time Period

 Written Goals
Limitations or Challenges to DAGMAR Approach

 Sales goal

 Practicability

 Measurement problems

 Noise in the system

 Inhibiting the great idea

 Hierarchy Model of Communication Effect

 6 M’s for Implementing DAGMAR

 Merchandise

 Market

 Media

 Motive

 Message

 Measurement
 RESPONSE HIERARCHY MODELS

 AIDA Model

 Hierarchy of effects model

 Innovation-Adoption model

 Information processing model

 AIDA Model

Attention

Interest

Desire

Action
HIERARCHY OF EFFECTS MODEL (AKLPCP)

Awareness

Knowledge

Liking

Preference

Conviction

Purchase
 INNOVATION – ADOPTION MODEL
Awareness

Interest

Evaluation

Trial

Adoption
INFORMATION PROCESSING MODEL (PERSUASION MATRIX)

Presentation

Attention

Comprehension

Yielding

Retention

Behaviour
Advertising objectives in terms of Communication Effect.

5%
Repurchase/
Regular Use

20% Trial

25% Preference

40% Liking

70% Knowledge/ Comprehension

90% Awareness