DAGMAR Marketing
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DAGMAR Marketing

Defining Advertising Goals for Measured Advertising Results abbr. DAGMAR was an advertising model proposed by Russel H. Colley in 1961.


According to DAGMAR, each purchase prospect goes through 4 steps:

  1. Awareness
  2. Comprehension
  3. Conviction
  4. Action

These steps are also known as ACCA advertising formula. ACCA/DAGMAR is a descendant of AIDA advertising formula and considered to be more popular and comprehensive than AIDA. Developed for the measurement of advertising effectiveness it maps the states of mind that a consumer passes through.

Important parts of the DAGMAR model are definitions of target audience, (people whom the advertising message is addressed to) and objectives (goals of advertising message).

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