The DAGMAR modelThe DAGMAR model

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HANSINI PREMIHANSINI PREMI

THE DAGMAR MODELTHE DAGMAR MODEL

Russell Colley, in his book Defining Russell Colley, in his book Defining Advertising Goals for Measured Advertising Goals for Measured Advertising Results (DAGMAR), created a Advertising Results (DAGMAR), created a virtual storm in advertising world in the virtual storm in advertising world in the 1960s. 1960s.

He defined advertising as “ a mass paid He defined advertising as “ a mass paid communication, the ultimate purpose of communication, the ultimate purpose of which is to impart information, develop which is to impart information, develop

Attitude and induce action beneficial to the advertiser- generally the sale of the product or service.

“ all commercial communication that weight on the ultimate objective of a sale, must carry a prospect through four levels of understanding.

AWARE: the prospect must be first aware of the existence of the company or the brand.

COMPREHENSION : of the product is all about and what will it do for him.

ARRIVE: he must be able to arrive at a mental suspicion or conviction to buy the product.

ACTION: he must stir himself to action.