DAGMAR APPROACH

Presented By
Ankit Jain
Chaitanya Agrawal
The DAGMAR Approach

Define
Advertising
Goals for
Measuring
Advertising
Results
 DAGMAR Objectives

Setting Objectives:
The DAGMAR Approach

Goal
Goal of
of
Advertising
Advertising
Objectives
Objectives

Define
Define Define
Definethe
theTime
TimeFrame
Frame
Target
TargetAudience
Audience for Change
for Change

Define
DefineDesired
Desired
Percentage
PercentageChange
Change
Communication process in DAGMAR Approach

Unaware

Aware

Comprehension and image

Attitude

Action
 DAGMAR Difficulties

Legitimate
Legitimate Problems
Problems

Attitude
Attitude --Behavior
Behavior Response
ResponseHierarchy
Hierarchy
Relationship
Relationship Problems
Problems

Questionable
Questionable Objections
Objections

Sales
SalesObjectives
Objectives Costly
Costlyand
andImpractical
Impractical Inhibits
InhibitsCreativity
Creativity
Needed
Needed