DAGMAR:
The term DAGMAR came from the abbreviation of the theme-Defining Advertising Goals for measuring Advertising Effectiveness (Response). It was put forward by Russel H. colley.
DAGMAR is a model of the purchase process beginning at a point where the prospect doesn’t know that a particular brand exists in the market. Form the viewpoint of non-awareness he describes the prospect at moving through the following steps:
- Awareness
- Brand comprehensive
- Conviction/Attitude & fourth step is
- Action
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