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DAGMAR

DAGMAR. Defining advertising goals for measured advertising results. DAGMAR Spectrum. Unawareness of the product Awareness as a result of advertising – the audience knows about the brand Comprehension – recognition of the product as a result of advertising

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DAGMAR

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  1. DAGMAR Defining advertising goals for measured advertising results

  2. DAGMAR Spectrum • Unawareness of the product • Awareness as a result of advertising – the audience knows about the brand • Comprehension – recognition of the product as a result of advertising • Conviction – a firm attitude towards the product • Action – the move towards a purchase

  3. The role of advertising • The effectiveness of advertising is judged on how far along people move towards buying a product as a direct result of the advertising • DAGMAR – allows for the cumulative effect of an advert • The purpose of an advert is to change the mind, leading to a purchase • It is rare for one advert to move a customer from complete unawareness to action

  4. The role of advertising at each stage • To move people from unawareness to purchase the advert aims to make a customer aware of its existence • Comprehension – the information provided by the advert • Conviction – It’s aim is to convince the customers • Action – sales promotion to move customers to purchase

  5. Remember these: • Have to be measured! • i.e. A Business wants to increase purchases by 25% or 50%. • Is critical to a campaign as it provides the information on whether the campaign was a success or a failure

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