A marketing approach used to measure the results of an advertising campaign. DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results. The approach involves setting specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically, DAGMAR seeks to communicate a specific message through four steps:

  • Awareness - making the consumer aware that the product or company exists
  • Comprehension - letting the consumer know what the product is used for
  • Conviction - convincing the consumer to purchase the product
  • Action - getting the consumer to actually make the purchase
  • DAGMAR as an approach was first proposed by Russell Colley in a 1961 report to the Association of National Advertisers. Collay proposed that the real goal of advertising was to communicate, not to sell specifically. By determining if the consumer had sufficient knowledge of a product and its benefits by creating clear, specific objectives that are discussed within an advertisement, advertisers would be able to tell if their selling points made a difference in the consumer's decision-making process.

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    • Dagmar — ist ein weiblicher Vorname nicht eindeutig geklärten Ursprungs, der (ausgehend von der Verehrung der heiligen mittelalterlichen Königin von Dänemark) besonders in Dänemark starke Verbreitung gefunden hat und gemeinhin als „typisch dänischer“… …   Deutsch Wikipedia

    • Dagmar — est un prénom féminin d origine scandinave et peut être aussi germanique et signifiant dag, jour et mar brillant, célèbre. Personnalités Dagmar de Danemark, nom de jeune fille de Maria Feodorovna, épouse du tsar Alexandre III. Dagmar Lurz :… …   Wikipédia en Français

    • Dagmar — may refer to: Dagmar (given name), a feminine Scandinavian and German given name Dagmar of Denmark (disambiguation), multiple people 1669 Dagmar (1934 RS), a Main belt Asteroid Dagmar (automobile), sports version of the Crawford Automobile Dagmar …   Wikipedia

    • Dagmar — (Маутерндорф,Австрия) Категория отеля: Адрес: 5570 Маутерндорф, Австрия Оп …   Каталог отелей

    • Dagmar — f Scandinavian (now also used in the German speaking world): of uncertain origin. It would appear to be composed of the Old Scandinavian elements dag day + mār maid. It is possible that it represents a reworking of the Slavonic name Dragomira,… …   First names dictionary

    • Dagmar — Dagmar, dansk (og nordisk) kvindenavn; indført til Danmark 1205 med Valdemar 2. s bøhmiske dronning Dragomir, allerede af samtiden omdannet til Dagmaar (Maar = Mø; Dagens Mø ) . Formen dagmø (Dagmey) kendes fra Færøerne og lever nu på Island.… …   Danske encyklopædi

    • Dagmar — Dȁgmār <indekl.> DEFINICIJA ONOMASTIKA ž. os. ime (skandinavskoga podrijetla) …   Hrvatski jezični portal

    • Dagmar — [dag′mär΄] n. [Dan < Gmc * dag , DAY, brightness + * mar, akin to OE mære, splendid] a feminine name …   English World dictionary

    • Dagmar — dänischer Ursprung, Bedeutung: berühmter Tag. In Deutschland Ende des 19. Jahrhunderts aufgekommen und nach wie vor populär. Namensträgerin: Dagmar Berghoff, deutsche Nachrichtensprecherin …   Deutsch namen

    • dagmar — [1] Large bullet shaped protrusion on bumpers of cars in the 1950s. It was named after the nickname of a buxom television star, Virginia Ruth Egnor (1921 2001). [2] Dagmar is an automobile of which only the 25 70 models of 1925 1948 are classic… …   Dictionary of automotive terms

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