Advertising – Communication Goals DAGMAR Approach (A&BM 05Sept2020)

 Advertising – Communication Goals

Advertising should concentrate on clear and measurable communication objectives known as DAGMAR (Defining Advertising Goals, Measuring Advertising Results). Russell Colley, in 1961, pioneered DAGMAR. At that time he wrote- “Advertising succeeds or fails depending on how well it communicates the desired information and attitudes to the right people at the right time and at the right cost.”

 

Advertising objectives must be oriented around the process of communication. Communication tasks are

(1) Developing brand awareness,

(2) Changing consumer attitudes,

(3) Associating desirable themes with products, and

(4) Informing consumers about product attributes.

The ultimate purpose of most advertising is to help the probability of the sale of a product or service. Advertising as a mode of promotion increases propensity to purchase — moving the prospect steadily, inch by inch, closer to a purchase decision. Of course, advertising is only one of several communication forces. It moves the consumer through successive levels such as unawareness, awareness, comprehension or recognition, conviction (intention) to buy and action (purchase).

 

Advertising goals may be divided into four stages of commercial communication as given below:

(1) Awareness:

The customer must become aware of the existence of the brand or the company. Awareness is the minimum goal of advertising.

(2) Comprehension:

The customer must understand what the product is and what it will do for him. Comprehension level indicates that people are not only aware of the brand or company but they also know the brand name and can recognise the package or trademark. But they are not yet convinced that they want to buy.

 

(3) Conviction:

The customer must be mentally convinced to buy the brand or the product. The conviction level shows brand preference and intention to buy the product in the near future.

(4) Action:

The customer takes meaningful action. Purchase decision is duly taken.

Advertising performs its role when it contributes to moving the consumer from one level to another in the communication spectrum: awareness of the existence of the product, comprehension of the features and advantages, rational or emotional conviction of the benefits and, finally, action leading to a sale.