DAGMAR Approach can be summarized in seven points (A&BM 23Sept2020)

DAGMAR Approach can be summarized in the following seven points:

(a) Advertising goals are virtually always communication goals:

Russel H Colley pointed out that advertising is only one part of the marketing mix for all companies. He assumed that specific goal for advertising in virtually all situations would have to be represented in terms of some communication objective.

 

(b) Goals should be written down:

The goals should be made very clear in form of writing, so that everyone understands what is being done.

 

(c) Advertising should be measured in terms of effects, not exposures:

Russel H Colley pointed out that in reaching out a certain number of potential consumers, no matter how astronomical that number seems to be, is meaningless unless there is some effect in terms of communication goals.

 

(d) Advertising operates through a hierarchy of communication effects:

Russel H Colley was very specific as to the levels of this hierarchy and their relationship over time in response to advertising effort. His model suggests that there is a series of mental step through which a brand or objects must climb to gain acceptance. An individual start at some point by being of the brand’s presence in the market. The initial task of the brand is to gain awareness to advance one step up in the hierarchy.

The next step brand comprehension involves the audience member learning something about the brand. What are its specific characteristics and appeals including associated imaginary and feelings? In what way it differs from its competitors? Whom is it supposed to benefit?

The next step is the attitude and conviction step and intervenes between comprehension and final action. The action phase involves some overt move on the part of the buyer like trying the brand for the first time, visiting a show room or requesting information.

(e) Creative planning considerations should come before media decisions in the advertising planning process:

When media considerations come first, there is a tendency to be concerned about the amount of reach an advertising campaign can develop rather than the effects that are to be generated. The creative or message strategy decision is always intimately related to the communication effects that are intended. Therefore, the creative planning decision should occur first.

 

(f) Benchmark measurements should be developed before the campaign is implemented:

Russel H Colley suggested a particular research procedure for measuring advertising effectiveness. This involved developing a measurement of the level of an objective before the campaign and then measuring deviations from the measurement as an indicator of communication effect.

 

(g) Specific criteria must be developed:

It is impossible to develop benchmarks unless the objectives are stated specifically in terms of some operational measurement. This means that the advertising objective should state the specific target market segment, the marketing goal in some percentage terms over sometime period and the advertising goals, again in terms of a percentage attainment in a particular time period.

 

DAGMAR Model