DAGMAR MODEL UNVEILED:
YOUR COMPREHENSIVE
GUIDE TO EFFECTIVE
ADVERTISING
MR DIGITAL MARKETING AGENCY
MODEL DAGMAR
It focuses on advertising and establishes a structured process to define
advertising objectives, turn them into specific goals, measure effectiveness,
and make adjustments as necessary.
Its emphasis on measurable objectives and quantifiable outcomes
distinguishes it as a practical guidance model for achieving measurable
results in the advertising realm.
Definition of Evaluation and
specific goals revision
01 02 03 04
Definition of Measurement of
advertising effectiveness
objectives
explication
Definition of advertising objectives
In this phase, clear and measurable objectives are established that
reflect changes in consumer perception and attitudes.
The objectives should be specific and oriented towards specific
outcomes, such as increasing brand awareness, changing attitudes
towards a product, or motivating action.
Example: An objective could be to increase awareness of a new
product by 20% among the target audience in the next six months.
explication
Definition of specific goals
Here, the overall objectives are translated into specific and
measurable goals.
The goals set the exact measure of the desired change and provide
criteria for evaluating the success of the campaign.
Example: Within the goal of increasing awareness, a specific goal
could be to have 70% of the target audience remember the product
name after seeing the advertisement.
explication
Measurement of effectiveness
During this phase, measurement methods are implemented to
assess whether the established goals have been achieved.
This involves collecting data before, during, and after the advertising
campaign to evaluate the impact and adjust strategies as needed.
Example: Market research and surveys are used to measure the
level of product name recognition before and after the campaign.
explication
Evaluation and revision
The last phase involves evaluating the results and reviewing the
advertising strategy.
If the objectives are achieved, the existing strategy can be
continued or adjusted to further improve results.
If the objectives are not met, problematic areas should be identified,
and adjustments made to the strategy.
Example: If the established goals are not met, the advertisement
creativity, media selection, or message focus can be reviewed to
enhance effectiveness.
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Email
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