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.

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