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Dagmar Model
Dagmar Model
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The DAGMAR came from the abbreviation of the
theme ± |efining dvertising oals for easuring
dvertising esults . It was put forward by Russell H
Colley. According to DAGMAR, advt. has to perform a
particular communication task & the task has to be
accomplished among a well defined audience within a
specified period of time.
Concepts of DAGMAR:
Ê
÷: An advertising objective
involves a specific communication task. It is
recognized that advt is a mass paid communication
that is intended to create awareness, impart
information, develop attitude or induce action.
Ê
÷: The second important
concept of the DAGMAR approach is that the
advt. goals should be specific. It consists of
1) Measurable Task: As far as possible the
advertising objectives should be quantitative to
facilitate its measurement.
2) Benchmark: Benchmark is a standard or a
point of reference which can be used to
determine the success or failure of an advt.
campaign.
3) Target Audience: It is very important to define
target audience in precise terms as target
segments differ significantly.
4) Time period: In setting advertising objectives
time period should be specified within which
objectives must be achieved. The time period
can range from a few days to a year or more.
5) Written Goals: In DAGMAR approach it is
expected that the goals must be in writing. Oral
goals are not entertained. Such written goals
are referred for future use.
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