Dagmar - IMC

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D A G M A R

Approach

Defning Advertising Goals

or Measured AdvertisingResults

http://drypen.in/advertising/dagmar-defining-advertising-goals-for-measured-advertising-results.html








• Russell Colley (1961) developed a model forsetting advertising objectives and measuring theresults. This model was entitled ‘Defning

Advertising Goals or Measured AdvertisingResults- DAGMAR.

• DAGMAR !odel suggests that the ultimateobjective of advertising must carry a consumer

through four levels of understanding: from una"areness to A"arenessthe consumermust !rst be aware of a brand or company"omprehensionhe or she must have acomprehension of what the product is and its

bene!ts# "onvictionhe or she must arrive at themental disposition or conviction to buy the brand#Action!nally$ he or she actually buy that product.



• A"areness

• A"areness of the e%istence of a productor organi&ation is necessary before the

purchase behaviour can be e%pected. 'ncethe a"areness has been created in thetarget audience$ it should not be neglected.(f there is neglect$ the audience maybecome distracted by competing messagesand the level of awareness of focus productor organi&ation will decline.

•A"areness needs to be created$developed$ re!ned or sustained$ accordingto the characteristics of the mar)et and theparticular situation facing an organi&ation

at any one point of time



• (n situations where:

• #uyer e$%erien&es 'ig' involve!ent

• (s fully aware of a product*s e%istence$ attention andawareness levels need only be sustained and e+orts need

to be applied to other communication tas)s.• sales promotion and personal selling are more e+ective at

informing$ persuading and provo)ing consumption of anew car or any other product once advertising hascreated the necessary levels of awareness.

• The ,G golden eye ads that are repeatedly shown in spiteof high awareness to ensure top of mind awareness andretain the e%isting awareness levels.

• -here low levels of awareness are found$ getting

attention needs to be the prime objective in order thatawareness can be developed among the target audience.

• Adeuate attention is reuired and awareness levels areraised with use of well/)nown and trusted celebrities



• #uyer e$%erien&es lo" involve!ent

• (f buyers have su0cient level of awareness$ they will beuic)ly prompted into purchase with little assistance ofthe other elements of the mi%. The reuirement in such a

situation would be to re!ne and strengthen the level ofawareness so that it provo)es interest and stimulatesgreater involvement during recall or recognition.

• Parle G ad that talks about it being the largest seller .Parle G as a brand already enjoys high levels ofawareness and requires low involvement decision, thus

communication is mainly intended to rene awareness.

• (f buyers have low level of awareness$ the primeobjective has to be to create awareness of the focus

product in association with the product class.• When coils were popular in use and then the dierent

repellants entered the market, awareness had to becreated about their benets and use.



• Co!%re'ension

• Awareness on its own may not be su0cientto stimulate a purchase. 1nowledge about

the product or the organi&ation is necessary. This can be achieved by providing speci!cinformation about )ey brand attributes.

• !n attempting to persuade people to try a

dierent brand of water, it may be necessaryto compare the product with other mineralwater products and provide an additionalusage benet, such as environmental claims."he ad of Ganga mineral water, featuringGovinda, which banked on the purity aspect."hey related the purity of the water with thatof river Ganga.



• Convi&tion

• The ne%t step is to establish a sense of

conviction. 2y creating interest and preference$buyers are moved to a position where they areconvinced that a particular product in the classshould be tried at the ne%t opportunity. To dothis$ audience*s beliefs about the product haveto be moulded and this is often done throughmessages that demonstrate the product*ssuperiority over a rival or by tal)ing about therewards as a result of using the product.

• #any ads like "humps $p featured the rewardof social acceptance as %grown up&. !t almosthinted that those who preferred other drinkswere kids.



• A&tion

• "ommunication must !nally encourage buyers toengage in purchase activity. Advertising can be

directive and guide the buyers into certainbehavioural outcomes$

• $se of toll free numbers, direct mail activitiesand reply cards and coupons.

•

"upperware, 'qua Guard, are famous in !ndiancities as a result of its personal selling eorts.

• 3or high involvement decisions$ the moste+ective tool in the communication mi% at thisstage in the hierarchy is personal selling. Through the use of interpersonal s)ills$ buyersare more li)ely to want to buy a product than ifpersonal prompting is absent.



• C'ara&teristi&s o *+,e&tives

• A major contribution of DAGMAR was "olley*sspeci!cation of what constitutes a good objective.3our reuirements or characteristics of goodobjectives were noted

• Con&rete and !easura+lethe communicationstas) or objective should be a precise statement ofwhat appeal or message the advertiser wants to

communicate to the target audience. 3urthermorethe speci!cation should include a description ofthe measurement procedure

• arget audien&e 4a )ey tenet to DAGMAR is that

the target audience be well de!ned. 3or e%ample 4if the goal was to increase awareness$ it isessential to )now the target audience precisely.

The benchmar) measure cannot be developed

without a speci!cation of the target segment



#en&'!ar and degree o &'ange soug't/another important part of setting objectives ishaving benchmar) measures to determine

where the target audience stands at thebeginning of the campaign with respect tovarious communication response variables suchas awareness$ )nowledge$ attitudes$ image$ etc.

The objectives should also specify how muchchange or movement is being sought such asincrease in awareness levels$ creation offavourable attitudes or number of consumers

intending to purchase the brand$ etc. abenchmar) is also a prereuisite to the ultimatemeasurement of results$ an essential part of anyplanning program and DAGMAR in particular.



• 0%e&ifed ti!e %erioda !nalcharacteristic of good objectives is thespeci!cation of the time period during

which the objective is to beaccomplished$ e.g. 5months$ 6 yearetc. -ith a time period speci!ed a

survey to generate a set of measurescan be planned and anticipated.

• ritten Goal / !nally goals should be

committed to paper. -hen the goalsare clearly written$ basic shortcomingsand misunderstandings become

e%posed and it becomes easy to

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Dagmar - IMC