DAGMAR marketing
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DAGMAR advertising model was proposed by Russel H. Colley in 1961. Term DAGMAR is an acronym of Defining Advertising Goals for Measured Advertising Results.
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 popular and comprehensive than AIDA. Developed for the measurement of advertising effectiveness. Maps the states of mind that a consumer passes through.
Important parts of the DAGMAR model are definitions of target audience, (people whom the advertising message is addressed to) and objectives (goals of advertising message).
[edit] References
Dagmar: Defining Advertising Goals for Measured Advertising by Solomom Dutka Publisher: NTC Business Books; 2 Sub edition (April 1, 1995) ISBN 0844234222, ISBN 978-0844234229
