DAGMAR marketing
Encyclopedia
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, before 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.
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).
Term DAGMAR is an acronym of Defining Advertising Goals for Measured Advertising Results.
According to DAGMAR, before 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.
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).