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DAGMAR Approach to Setting Objectives
Meaning of DAGMAR
DAGMAR stands for Defining Advertising Goals for Measured Advertising Results.
It was proposed by Russell H. Colley in 1961.
This approach states that advertising objectives must be set in measurable and clearly defined terms so that the effectiveness of advertising can be evaluated.
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Core Idea of DAGMAR
According to DAGMAR, the purpose of advertising is to communicate with consumers and move them through a 4-stage communication process:
1. Awareness
2. Comprehension (Understanding)
3. Conviction (Attitude Change / Preference)
4. Action (Purchase)
DAGMAR says advertising objectives should be defined at these stages and should be specific and measurable.
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Features of DAGMAR Approach
1. Communication-Based Objectives
Focuses on communication tasks like awareness, understanding, conviction, and action—not on sales directly.
2. Measurable Goals
Every objective must be measurable (e.g., increase brand awareness from 40% to 70%).
3. Target Audience Specification
Objectives must specify whom the advertisement is addressing.
4. Time-Bound
Each objective must mention a definite time period.
5. Hierarchy of Communication Effects
Consumers pass through stages before buying → awareness → understanding → liking → preference → conviction → purchase.
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Stages in DAGMAR Model (Hierarchy of Communication)
1. Awareness
Customer becomes aware that the product/brand exists.
Example: A new detergent ad aims to reach 60% of households.
2. Comprehension
Customer must understand the product features and benefits.
Example: Explaining “removes stains in one wash”.
3. Conviction
Creating a positive attitude or preference towards the brand.
Example: Testimonials or expert endorsements to create trust.
4. Action
Motivating the customer to buy.
Example: Discounts, offers, coupons.
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Steps in Setting Objectives Under DAGMAR
1. Identify the target audience.
2. Define the communication task (awareness/knowledge/preference/etc).
3. Specify a measurable benchmark (e.g., increase awareness by 25%).
4. Set the time frame (e.g., within 3 months).
5. Create advertising message and media strategy.
6. Measure results by comparing actual and expected performance.
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Advantages of DAGMAR Approach
1. Clear and Measurable Objectives
Helps marketers evaluate the success of advertising.
2. Facilitates Budget Allocation
Objectives help decide how much investment is necessary.
3. Focus on Communication
Helps build long-term brand awareness and brand attitude.
4. Improves Accountability
Advertising agencies work on defined and measurable targets.
5. Better Evaluation
Provides a consistent method to track performance.
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Limitations of DAGMAR Approach
1. Difficult to Set Measurable Communication Objectives
Some objectives like brand liking or conviction are hard to measure.
2. Time Consuming and Costly
Requires research and data collection.
3. Too Much Stress on Communication
Sales objectives are ignored.
4. Not Suitable for All Products
Impulse products (chips, chocolates) don’t follow a long communication hierarchy.
5. Complex for Small Businesses
Small firms lack resources to track communication effectiveness.
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Case Study / Example
Case Study: Colgate Toothpaste DAGMAR Application
Objective (Before Campaign):
Awareness = 55%
Understanding of new herbal formula = 20%
DAGMAR Objective Set:
Increase awareness to 80% and comprehension to 60% within 3 months.
Action Taken:
TV commercials explaining benefits of herbs
Digital ads showing comparison with chemical toothpaste
In-store promotions
Results (After Campaign):
Awareness reached 82%
Comprehension reached 63%
Sales increased 12% (indirect impact)
Conclusion:
DAGMAR helped set specific, measurable, time-bound communication objectives and proved effective.
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Short Notes (For 5 Marks)
DAGMAR in One Paragraph
The DAGMAR approach, proposed by Colley, stands for Defining Advertising Goals for Measured Advertising Results. It emphasises that advertising objectives must be stated in clearly measurable communication terms. According to DAGMAR, consumers move through stages of awareness, comprehension, conviction, and action, and advertising goals must correspond to these stages. It provides a systematic method for setting objectives, allocating budgets, and evaluating performance, although it is sometimes considered complex and difficult for small firms.
