The term DAGMAR came from the abbreviation of the theme-Defining Advertising Goals for measuring Advertising Effectiveness (Response). It was put forward by Russel H. colley.
DAGMAR is a model of the purchase process beginning at a point where the prospect doesn’t know that a particular brand exists in the market. Form the viewpoint of non-awareness he describes the prospect at moving through the following steps:
- Brand comprehensive
- Conviction/Attitude & fourth step is
Latest posts by Jinall Bms Classes (see all)
- Logistics Management Prelims Question Paper 2015 - October 1, 2015
- Financial Management Prelims Question Paper 2015 - October 1, 2015
- Special Studies in Finance Prelims Question Paper 2015 - October 1, 2015