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What is DAGMAR?
It stands for Defining Advertising Goals for Measured Advertising Results. This is a concept used in advertising and marketing planning and was developed by Russell Colley in his research papers and his book, in 1961. The main idea of the concept is that it “all commercial communications that weigh on the ultimate objective of a sale must carry a prospect through four levels of understanding.” The prospect here is the customer and the four levels that a prospective customer must pass through are:
- First he must be aware of the brand or the company
- He must have full knowledge of the company’s products and in what way it may or may not affect him.
- He should be convinced enough to either make up his mind or consider buying the product.
- He should be stirred to action.
If you observe the above four stages, it is nothing but common sense and a very practical way of making your customers buy your products with the help of right advertising. It is also similar to the AIDA (Attention, Interest, Desire and Action; more on AIDA model in one of our future posts) model of advertising.
This model is oriented towards the needs of the future customers and is thus useful. It also helps in researching the advertising campaign during the various stages of its execution and what effect it is having the prospect.
But one of the biggest drawbacks of this model is that is doesn’t differentiate between different types of customers. Based on which stage of the above four-stage process the customer is, his needs will be different. But this model in particular or mass media advertising in general can’t take care of the needs of these customers separately.