D.A.G.M.A.

Submitted by – Akash das , Banianehskhem

Mawthoh.
Roll No- SM-01/17 , SM-04/17
Subject – Advertising & Sales Promotion
management
MBA 4th Sem
 Introduction
 What is DAGMAR ?
Dagmar stands for Defining Advertising Goals for Measured
Advertising Results.
An advertising objective involves a communication task,
intended to create awareness, impart information, develop
attitudes or induce action.
The communication task is based of DAGMAR approach is
based on a specific model of the communication process , as
shown in the next slide -
 UNWARE

AWARE

COMPREHENSION & IMAGE

ATTITUDE

ACTION
Communication Process in DAGMAR Approach
 Steps
1. First step of the communication task of the advertising
activity is to increase consumer awareness of the product
or offer.
2. The second step of the communication process is the
comprehension of the product or offer and involves the
target audience learning about the product or offer.
3. Third step is the attitude / conviction step and intervenes
between comprehension and final action
4. And, the last step involves some overt move on part of the
buyer such as trying a brand for the first time, visiting a
showroom or requesting information.
Issues in DAGMAR approach
 A measurable objective.
 A conceivable benchmark.
 Well-DefinedTarget Audience.
 Fixed time period.
 DAGMAR model

The DAGMAR model suggests that the ultimate objective of

advertising must carry a consumer through four levels of
understanding from unwareness to awareness