DAGMAR

DAGMAR Meaning

DAGMAR approach is a specialized marketing model that is used for establishing clear objectives of the given advertising campaign while measuring its overall success. The DAGMAR approach or model was brought into existence by Russell Colley as per a report in 1961 related to the Association of National Advertisers.

The same approach was given more insight into by Solomon Dutka in 1995.

Understanding the DAGMAR Approach

The given scheme aims at advocating a specialized marketing strategy that is responsible for guiding the consumers across four major phases - actions, comprehension, awareness, and conviction. The important steps of the marketing campaign under the given approach are:

• Creation of awareness about the brand amongst the consumers
• Bringing about an increase in the comprehension of the products along with its potential benefits
• Convincing the end consumers that they require the given product
• Making persuasions to the consumers to buy the products

The DAGMAR principle is known to feature two objective goals. The first goal is the development of a proper communication task for accomplishing the respective steps. The second goal is to ensure that the overall success of the goals could be measured against the given Baseline.

Russell Colley believed that proper marketing aims at seeking communication instead of selling. He mentioned four important requirements for the evaluation of the overall effectiveness of the given advertising campaign:

• Try to be measurable
• Specify the target Market and audience
• Identify the specific benchmark along with the expected degree of change
• Specify the particular period during which you wish to achieve the objective

Identifying the Target Growth Market for the Implementation of DAGMAR

The given target market is referred as the subset of customers who tend to have the highest likelihood of buying the particular product. The target market could be broad or narrow. Identification of the particular target market is known to include geographic, demographic, and psychographic segmentation. The target markets can be segmented into both primary as well as secondary groups.

Primary markets tend to be the focus initially for the marketing campaign. On the other hand, secondary markets tend to be the largest population of consumers that would purchase the product once the brand has become quite reputed.

Once the target market has been identified, the company can establish the right message, it would like to communicate with the given marketing campaign.

DAGMAR Benchmark & Time Frame

The DAGMAR approach is known to require the respective marketers to set a proper benchmark towards measuring the success of the campaign. In the modern era, businesses are rarely known to set out for selling a product to everyone out there. The businesses nowadays are aimed at a particular share of the given market or some significant share of the given market segment.

Know all about the right marketing strategy for your business with the help of the DAGMAR approach.