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Tag Archives: DAGMAR
DAGMAR (Define Advertising Goals for Measured Advertising Results)
1961, America Advertiser Russell H Colley think whether it is successful or failure,You should think it The cost of whether could transfer information and latitude effectively.So,his book came up with “Defining Advertising Goals for Measured Advertising Results”.We call it DAGMAR Model.
The difference between DAGMAR and traditional Ads is that DAGMAR pay more attention to transfer but not the final sale change.Because there are too many Consumer change elements.Advertise is only one of the important part.
DAGMAR Advertise Effect Model Picture:
Unknown->Awareness->comprehension->Conviction->Action
Awareness: Potential Customers should first know the exist of Brand or Company.
Comprehension: Potential customers must understand the brand or corporate existence, and this product can do for him.
Conviction: Before Potential Customers could buy this product,He has to achieve conviction trend.
Action: Potential customers to understand, on the basis of convincing incentive to buy the products after the final act.
DAGMAR Principle
1.Ads Target is something about transfering in marketing Job.
2.Ads Target is written By simple words.If the purpose of advertising has not yet reached an agreement, then create an ad before the advertising goals should find out, rather than after the fact find.
3. ad creation and all kinds of goals to be approved by the unanimous consent of all departments. Planning and implementation of plans to separate.
4. advertising, formulation of goals, should be purchased on the market and its various motivations superb knowledge. They are careful carefully measure of market opportunities while the show is based on realistic expectations.
5. the reference point of the decision is based on the matters which they can measure the completion of the development. Mental state – knowledge, attitudes and buying habits, so to be published, broadcast advertising be identified before and after, or in advertising and advertising to reach those who do not meet all of the audio-visual comparison.
6.used to post the results of the method of determination of advertising, advertising in the establishment of objectives that should be developed.
DAGMAR 6M Ads conviction Method
1.Merchandise
2.Markets:Who should be influenced by us
3.Motives:Why they buy or not?
4.Messages:What idea,information and latitude we want to transfer?
5.Media:How to transfer to the potential Customers?
6.Measurements:What principles should we come up with to measure the effectiveness who we would like to transfer to?