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DAGMAR approach
Communication Objectives
Adveertiing communication objectives can be
placed in a pyramid with lowest (awareness)
and highest (Repurchase/ regular use).
The % of prospective customers will decline
as they move up the pyramid towards more
action-oriented objective.
5%
Repurchase/
regular use
10% Trial
20% Preference
40% Liking
60% Knowledge/comprehension
80% Awareness
Communication-effect
Pyramid
DAGMAR approach
Russel H Colley (1961) coined Defining advertising
goals for measured advertising results (DAGMAR)..
He developed a model for setting advertising
objectives and measuring results of ad campaign.
According to colley:
Advertisings job, purely and simply, is to communicate to
a defined audience information and a frame of mind that
stimulates action. Advertising succeeds or fails depending
on how well it communicates the desired information and
attitude to the right people at the right time and at the
right cost