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The Dagmar Approach

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DAGMAR is a marketing expression that stands for “Defining Advertising Goals for Measured Advertising Results”. It is a marketing tool to compute the results of an advertising campaign. DAGMAR attempts to guide customers through ACCA model.

According to this approach, every purchase encounters four steps; Awareness, Comprehension, Conviction, and Action. DAGMAR method is an established technique of creating effective advertising. Advertisers discover whether their message conveyed enough information and understanding of a product to their consumers and also its respective benefits from clear objectives.

1. AWARENESS: Awareness of the existence of a product or a service is needful before the purchase behaviour is expected. The fundamental task of advertising activity is to improve the consumer awareness of the product. Once the consumer awareness has been provided to the target audience, it should not be forsaken. The target audience tends to get distracted by other competing messages if they are ignored. Awareness has to be created, developed, refined and maintained according to the characteristics of the market and the scenario of the organization at any given point of time. The objective is to create awareness about the product amongst the target audience.
2. COMPREHENSION: Awareness on its own is not sufficient to stimulate a purchase. Information and understanding about the product and the organisation are essential. This can be achieved by providing information about the brand features. Example: In an attempt to persuade people to budge for a new toothpaste brand, it may be necessary to compare the product with other toothpaste brands, and provide an additional usage benefit, such as more effective than other toothpaste because it contains salt or that this particular toothpaste is vegetarian toothpaste, which will, in turn, attract more customers. The objective is to provide all the information about the product.
3. CONVICTION: Conviction is the next step where the customer evaluates different products and plans to buy the product. At this stage, a sense of conviction is established, and by creating interests and preferences, customers are convinced that a certain product should be tried at the next purchase. At this step, the job of the advertising activity is to mould the audience’s beliefs and persuade them to buy it. This is often achieved through messages that convey the superiority of the products over the others by flaunting the rewards or incentives for using the product. Example: Thumbs up featured the incentive of social acceptance as “grown up”. It implied that those who preferred other soft drinks were kids. The objective is to create a positive mental disposition to buy a product.
4. ACTION: This is the final step which involves the final purchase of the product. The objective is to motivate the customer to buy the product.

Advantages of DAGMAR Approach

A major contribution of DAGMAR approach was a specification of what constitutes a good objective. According to DAGMAR, there are various advantages of well-founded objectives.

These are:

  • Be concrete and measurable
  • Have a well-defined target audience or market
  • Identify the benchmark and the degree of change
  • Specify a timeframe to accomplish the objective

Advertising is strongly associated with economic cycles across major world economies. The DAGMAR method is a long-established method of creating effective advertising. The idea behind the method is to “communicate rather than sell”.

Hamza Bin Abdullah
28-02-2021

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