In 1961, Russel H. Colley wrote a book under the sponsorship of the Association of National Advertisers called Defining Advertising Goals for Measured Advertising Results. The book introduced what has become known as the DAGMAR approach to advertising planning and included a precise method for selecting and quantifying goals and for using those goals to measure performance.
DAGMAR approach can be summarized as ‗Defining Advertising Goals‘. An advertising goal is a specific communication task to be accomplished among a defined audience in a given period of time.
In DAGMAR the communication task is based on the model of communication process
DAGMAR has changed the way advertising objectives were created and the way that advertising results were measured. It introduced the concept of communication objectives like awareness, comprehension, image, and attitude. The point was made that such goals are more appropriate for advertising than in some measure like sales, which can have multiple causes.
DAGMAR also focused attention upon measurement, encouraging people to create objectives so specific and operational that they can be measured.
Latest posts by BMS Team (see all)
- Meterdown Annual Festival is back with its 7th edition – Starts today! - January 16, 2020
- Tybms sem 6 results 2019 declared on 19th June 2019 - June 19, 2019
- TYBMS Sem 6 Results 2019 Update from BMS khabri! - June 15, 2019