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.





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