Benefits of the DAGMAR Process, DAGMAR is criticized on (A&BM 24Sept2020)

Benefits of the DAGMAR Process:

 

1. As the work of creating advertising is done by more specialists with narrow views beyond their own tasks, it becomes necessary for all involved to be able to see the common goal. The statement of objectives reduces wasted effort and keeps the advertising team on target by clearly showing what needs to be said.

 

2. People do better work when they have a clear toward what they are aiming. Specific goals allow all who are involved with the process to deal with the appropriate issues.

 

3. Being specific allows measurement, which allows a better allocation of budgeted resources. The budget is aided in the short run of the current campaign and is also helped in the long run. By measuring success and failure, the firm gains insight for appropriate budgets in future campaigns.

 

4. Goals are critical because advertising is intangible and the resulting process is amorphous. Because advertising is so subjective, any opportunity to introduce objectivity must be used.

 

5. Be concrete and measurable

 

6. Have a well-defined target audience or market.

 

7. Identify the benchmark and the degree of change.              

 

8. Specify a time frame to accomplish the objective.

 

 

 

The DAGMAR is criticized on the following points:

 

1. Some people believe that any of the marketing communication elements should be measured in terms of its sales effectiveness rather than some intermediate goal.

 

2. The objection focuses on many implementation difficulties inherent in the DAGMAR approach. In particular, the checklist falls short of providing sufficient details to implement the approach.

 

3. Substantial conceptual and measurement problem underlie the DAGMAR approach.

 

4. According to critics, the only relevant measure of advertising objectives is sales. But there are so many advertisements which are unable to increase sales but are able to achieve communication objectives. Advertising is seen as effective only if it induces consumers to make a purchase.

 

5. The attack is that DAGMAR is applicable only to large organizations. It lacks practicability for small organizations. Colley insistence on setting specific goals, writing them down and researching with benchmarks and specific measure criteria all suggest a very expensive and rigid managerial and research programme. The research that Colley suggested is quite expensive.

 

6. Restrictions on creativity

 

7. Short term accountability

 

8. Sales objective is main.

 

9. Practicality and cost.