No.33 ~ DAGMAR Model | Awareness | Comprehension | Conviction | Action | with example |

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00:00 DAGMAR Model
01:03 Meaning of DAGMAR Model
02:37 Awareness
03:14 Comprehension
04:23 Conviction
05:09 Action
05:44 Example of DAGMAR Model
06:41 Advantages of DAGMAR Model
10:00 Importance of DAGMAR Model


MEANING OF DAGMAR APPROACH

DAGMAR is an abbreviation for Defining Advertising Goals for Measured Advertising Results. This Model was developed by Russell Colley in 1961 for setting advertising objectives and measuring advertising results.
According to this model, the overall objective of advertising includes communication, create awareness, give information, develop an attitude about the product, and influence action.

This communication task involve 4 stages

1.) Awareness

Awareness of the product or service is required before the purchase. The primary purpose of advertising is to improve consumer awareness about the product.
Once the consumer is made aware of the product, it should not be forsaken. The consumer tends to get puzzled by other competing advertising if they get ignored.

2.) Comprehension

Awareness is not sufficient to influence the customer for the purchase. Knowledge and the right understanding of the product and the company are important. This can be done by providing information about the company and product.
Example: If you want to convince people to buy a new toothpaste brand, it may be required to compare the product with other toothpaste brands, otherwise provide additional benefits.

3.) Conviction

Conviction means where the customer judges different products to buy the product he like most. At this stage, a sense of conviction or faith is established, and by creating interests and preferences, customers are convinced that a certain product should be tried at the next purchase.
The aim is to create a positive mentality to buy a product.

Rest will be covered . . . . . .