DAGMAR marketing

DAGMAR advertising model was proposed by Russel H. Colley in 1961

Term DAGMAR is an acronym of Defining Advertising Goals for Measured Advertising Results.

According to DAGMAR, before purchase prospect goes through 4 steps:

1. Awareness

2. Comprehension

3. Conviction

4. Action

These steps are also known as ACCA advertising formula.

ACCA/DAGMAR is a descendant of AIDA advertising formula and considered to be more popular and comprehensive than AIDA.

Important parts of the DAGMAR model are definitions of Target Audience, (people whom the advertising message is addressed to) and Objectives (goals of advertising message).

References

Dagmar: Defining Advertising Goals for Measured Advertising by Solomom Dutka Publisher: NTC Business Books; 2 Sub edition (April 1, 1995) ISBN 0844234222, ISBN 978-0844234229

External links

• Aida And Dagmar - Models For An Advertising Agency
• Defining Advertising Goals for Measured Advertising Results
• DAGMAR Advertising