The DAGMAR Approach

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sunandaC

Sunanda K. Chavan
Defining Advertising Goals for Measuring Advertising Results

Dagmar Approach is the task of measuring ad effectiveness will not be daunting if we clearly spell out the advertising goals. Russel H. Colley (1961) pioneered an approach known by the acronym DAGMAR – Defining Advertising Goals for Measured Advertising Results, where to establish an explicit link between ad goals and ad results, Colley distinguished 52 advertising goals that might be used with respect to a single advertisement, a year’s campaign for a product or a company’s entire advertising philosophy.

DAGMAR also focused attention upon measurement, encouraging people to create objectives so specific and operational that they can be measured.

Characteristics of Objectives:
A major contribution of DAGMAR was Colley’s specification of what constitutes a good objective. Five requirements or characteristics of good objectives were noted
1. Concrete and measurable: the communications task or objective should be a precise statement of what appeal or message the advertiser wants to communicate to the target audience. Furthermore the specification should include a description of the measurement procedure

2. Target audience – a key tenet to DAGMAR is that the target audience be well defined. For example –if the goal was to increase awareness, it is essential to know the target audience precisely. The benchmark measure cannot be developed without a specification of the target segment

3. Benchmark and degree of change sought: another important part of setting objectives is having benchmark measures to determine where the target audience stands at the beginning of the campaign with respect to various communication response variables such as awareness, knowledge, attitudes, image, etc.

The objectives should also specify how much change or movement is being sought such as increase in awareness levels, creation of favorable attitudes or number of consumers intending to purchase the brand, etc. a benchmark is also a prerequisite to the ultimate measurement of results, an essential part of any planning program and DAGMAR in particular.

4. Specified time period —
A final characteristic of good objectives is the specification of the time period during which the objective is to be accomplished, e.g. 6months, 1 year etc. The time period should be appropriate for the communication objective as simple tasks such as increasing awareness levels can be accomplished much faster than a complex goal such as repositioning a brand.

All parties involved will understand that the results will be available for evaluating the campaign, which could lead to a contraction, expansion or change in the current effort. With a time period specified a survey to generate a set if measures can be planned and anticipated.

5. Written Goal
Finally goals should be committed to paper. When the goals are clearly written, basic shortcomings and misunderstandings become exposed and it becomes easy to determine whether the goal contains the crucial aspects of the DAGMAR approach.



Criticism of DAGMAR
1. Problems with the Response Hierarchy:
2. Sales objectives
3. Practicality and costs
4Inhibition of creativity
 
I have studied about dagmar and it is very important and play very important role in advertising.But,AIDA is more popular commonly used model.please do refer.


Use the AIDA model when you write a piece of text that has the ultimate objective of getting others to take action. The elements of the acronym are as follows:

1. Attention/Attract

In our media-filled world, you need to be quick and direct to grab people's attention. Use powerful words, or a picture that will catch the reader's eye and make them stop and read what you have to say next.

With most office workers suffering from e-mail overload, action-seeking e-mails need subject lines that will encourage recipients to open them and read the contents. For example, to encourage people to attend a company training session on giving feedback, the email headline, "How effective is YOUR feedback?" is more likely to grab attention than the purely factual one of, "This week's seminar on feedback".

2. Interest

This is one of the most challenging stages in the AIDA model: You've got the attention of a chunk of your target audience, but can you engage with them enough so that they'll want to spend their precious time understanding your message in more detail?

Gaining the reader's interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. This means helping them to pick out the messages that are relevant to them quickly. So use bullets and subheadings, and break up the text to make your points stand out.

For more information on understanding your target audience's interests and expectations, and the context of your message, read our article on the Rhetorical Triangle.

3. Desire

The Interest and Desire parts of the AIDA model go hand-in-hand: As you're building the reader's interest, you also need to help them understand how what you're offering can help them in a real way. The main way of doing this is by appealing to their personal needs and wants.

So, rather than simply saying "Our lunchtime seminar will teach you feedback skills", explain to the audience what's in it for them: "Get what you need from other people, and save time and frustration, by learning how to give them good feedback."

Feature and Benefits (FAB)

A good way of building the reader's desire for your offering is to link features and benefits. Hopefully, the significant features of your offering have been designed to give a specific benefit to members of your target market.
When it comes to the marketing copy, it's important that you don't forget those benefits at this stage. When you describe your offering, don't just give the facts and features, and expect the audience to work out the benefits for themselves: Tell them the benefits clearly to create that interest and desire.
Example: "This laptop case is made of aluminum," describes a feature, and leaves the audience thinking "So what?" Persuade the audience by adding the benefits".giving a stylish look, that's kinder to your back and shoulders".
You may want to take this further by appealing to people's deeper drives"... giving effortless portability and a sleek appearance and that will be the envy of your friends and co-workers."
4. Conviction

As hardened consumers, we tend to be skeptical about marketing claims. It's no longer enough simply to say that a book is a bestseller, for example, but readers will take notice if you state (accurately, of course!), that the book has been in the New York Times Bestseller List for 10 weeks, for example. So try to use hard data where it's available. When you haven't got the hard data, yet the product offering is sufficiently important, consider generating some data, for example, by commissioning a survey.

5. Action

Finally, be very clear about what action you want your readers to take; for example, "Visit Mind Tools: Management Training and Leadership Training now for more information" rather than just leaving people to work out what to do for themselves.

Key Points
AIDA is a copywriting acronym that stands for:
Attract or Attention
Interest
Desire
Action.
Using the AIDA model will help you ensure that any kind of writing, whose purpose is to get the reader to do something, is as effective as possible. First it must grab the target audience's attention, and engage their interest. Then it must build a desire for the product offering, before setting out how to take the action that the writer wants the audience to take.
 
sunandaC said:
Defining Advertising Goals for Measuring Advertising Results

Dagmar Approach is the task of measuring ad effectiveness will not be daunting if we clearly spell out the advertising goals. Russel H. Colley (1961) pioneered an approach known by the acronym DAGMAR – Defining Advertising Goals for Measured Advertising Results, where to establish an explicit link between ad goals and ad results, Colley distinguished 52 advertising goals that might be used with respect to a single advertisement, a year’s campaign for a product or a company’s entire advertising philosophy.

DAGMAR also focused attention upon measurement, encouraging people to create objectives so specific and operational that they can be measured.

Characteristics of Objectives:
A major contribution of DAGMAR was Colley’s specification of what constitutes a good objective. Five requirements or characteristics of good objectives were noted
1. Concrete and measurable: the communications task or objective should be a precise statement of what appeal or message the advertiser wants to communicate to the target audience. Furthermore the specification should include a description of the measurement procedure

2. Target audience – a key tenet to DAGMAR is that the target audience be well defined. For example –if the goal was to increase awareness, it is essential to know the target audience precisely. The benchmark measure cannot be developed without a specification of the target segment

3. Benchmark and degree of change sought: another important part of setting objectives is having benchmark measures to determine where the target audience stands at the beginning of the campaign with respect to various communication response variables such as awareness, knowledge, attitudes, image, etc.

The objectives should also specify how much change or movement is being sought such as increase in awareness levels, creation of favorable attitudes or number of consumers intending to purchase the brand, etc. a benchmark is also a prerequisite to the ultimate measurement of results, an essential part of any planning program and DAGMAR in particular.

4. Specified time period —
A final characteristic of good objectives is the specification of the time period during which the objective is to be accomplished, e.g. 6months, 1 year etc. The time period should be appropriate for the communication objective as simple tasks such as increasing awareness levels can be accomplished much faster than a complex goal such as repositioning a brand.

All parties involved will understand that the results will be available for evaluating the campaign, which could lead to a contraction, expansion or change in the current effort. With a time period specified a survey to generate a set if measures can be planned and anticipated.

5. Written Goal
Finally goals should be committed to paper. When the goals are clearly written, basic shortcomings and misunderstandings become exposed and it becomes easy to determine whether the goal contains the crucial aspects of the DAGMAR approach.



Criticism of DAGMAR
1. Problems with the Response Hierarchy:
2. Sales objectives
3. Practicality and costs
4Inhibition of creativity
Click to expand...

Hey sunanda, thanks for sharing this article and i am really impressed by your effort. I have also got some information and would like to share it with you so that more and more people can get the detailed content regarding the topic.
 

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