The DAGMAR Model“Hierarchy of Effects” Model of AdvertisingD • Defining

A • Advertising

G • Goals for

M • Measuring

A • Advertising

R • Results

Russel H. Colley developed this model for setting advertising objectives and measuring the results.

• Consumer unawareness to awareness of existence of product

Unawareness

• Transform awareness to comprehension of benefits

Awareness

Action

The ProcessDAGMAR Model suggests that the ultimate objective of advertising must carry the consumer through four levels:

Colley distinguished 52 advertising goals pertaining to a single ad…

Advertising Goals

Characteristics of Objectives

Concrete and MeasurableTarget AudienceBenchmark and Degree of Change Sought

Specified Time PeriodWritten Goal

Concrete & Measurable

Target Audience

Benchmark & Degree of Change Sought

Specified Time Period

Written Goal