DAGMARmodel

The DAGMAR model is a marketing communications planning model developed by Russell Colley in 1961. DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. The model's central tenet is that advertising goals should be specific, measurable, achievable, relevant, and time-bound. This framework helps marketers to set clear objectives for their advertising campaigns and to evaluate their effectiveness.

The DAGMAR model outlines a process for developing advertising plans. First, it emphasizes the importance of defining a hierarchy of effects, which describes the stages a consumer goes through from initial awareness to purchase. These stages typically include awareness, comprehension, conviction, and action. Second, the model requires setting specific, measurable objectives for each stage of the hierarchy. For instance, an objective might be to increase brand awareness among a target audience by 20% within six months.

Third, DAGMAR advocates for translating these objectives into specific advertising strategies and tactics. This involves deciding on the message, media, and creative execution. Finally, the model stresses the necessity of measuring the results of the advertising campaign against the defined objectives. This measurement allows for assessment of the campaign's success and provides insights for future planning. The DAGMAR approach aims to bring discipline and accountability to advertising efforts by focusing on quantifiable outcomes.