dagmar
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Kapol CollegeRabina YesminRoll no- 3002
T.Y.BMS
Special Studies in Marketing
AdvertisingTopic-DAGMAR
What is DAGMAR?• In 1961, Russell Colley prepared a report for the association of
National Advertisers titled Defining Advertising Goals for Measured Advertising Results.
Advertising
Communication Task
Accomplished Among Audience
Specified Period of Time
A Communication Task
ActionConviction
Comprehension
UnawarenessAwareness
A Specific Task-Example:An advertising, goal for a manufacturer of brandX of detergent could be set as follows: To increase awareness (communication task) of
brand X from 20% to 70% (amount of change) within 2 months (time period) among housewives (target).
Concrete & measurable.
Benchmark & degree of change.
Specified time period.
Written goal.
Target audience.
Characteristics of Objectives-
Criticisms of DAGMAR-Non comprehensive study.
Sales objectives.
Partial assessment.
Unsuitable to small organization.
Thank you
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