DAGMAR marketing

This article has multiple issues. Please help or discuss these issues on the talk page. (Learn how and when to remove these messages) This article needs additional citations for verification. Please help by adding citations to reliable sources. Unsourced material may be challenged and removed. Find sources: "DAGMAR marketing" – news · newspapers · books · scholar · JSTOR (October 2020) (Learn how and when to remove this message) This article relies largely or entirely on a single source. Relevant discussion may be found on the talk page. Please help improve this article by introducing citations to additional sources. Find sources: "DAGMAR marketing" – news · newspapers · books · scholar · JSTOR (October 2020) (Learn how and when to remove this message)

Defining Advertising Goals for Measured Advertising Results, abbr. DAGMAR was an advertising model proposed by Russel H. Colley in 1961.

According to DAGMAR, each 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 comprehensive than AIDA.^{[citation needed]} Developed for the measurement of advertising effectiveness, it maps the states of mind that a consumer passes through. Carol Kopp from Investopedia.com, describes the process entailing the DAGMAR model to also require, "an evaluation of the campaign's success against a pre-set benchmark."

Important parts of the DAGMAR model are definitions of target audience, (people whom the advertising message is addressed to) and objectives (goals of the advertising message).^{[citation needed]}

• AIDA (marketing)
• AISDALSLove Model

• Defining Advertising Goals for Measured Advertising by Solomom Dutka - Publisher: NTC Business Books; 2 Sub edition (April 1, 1995) ISBN 0-8442-3422-2, ISBN 978-0-8442-3422-9

This marketing-related article is a stub. You can help Wik.ipedia.Pro by expanding it.

• v
• t