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The Dagmar Measurement

Read Complete DAGMAR Approach.<br>http://www.managementparadise.com/forums/marketing-management-rm-im/206670-dagmar-approach.html

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The Dagmar Measurement

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  1. The Dagmar Measurement http://www.managementparadise.com/forums/marketing-management-rm- im/206670-dagmar-approach.html management managementparadise.com paradise.com

  2. Dagmar Approach is the task of measuring ad effectiveness will not be daunting if we clearly spell out the advertising goals. Russel H. Colley (1961) pioneered an approach known by the acronym DAGMAR – Defining Advertising Goals for Measured Advertising Results, where to establish an explicit link between ad goals and ad results, Colley distinguished 52 advertising goals that might be used with advertisement, a year’s campaign for a product or a company’s entire advertising DAGMAR also focused measurement, encouraging people to create objectives so specific and operational that they can be measured. respect to a single philosophy. attention upon management managementparadise.com paradise.com

  3. Characteristics of Objectives: A specification of what constitutes a good objective. Five requirements or characteristics of good objectives were noted 1. Concrete and measurable: the communications task or objective should be a precise statement of what appeal or message the advertiser wants to communicate to the target audience. Furthermore the specification should include a description of the measurement procedure 2. Target audience – a key tenet to DAGMAR is that the target audience be well defined. For example –if the goal was to increase awareness, it is essential to know the target audience precisely. The benchmark measure cannot be developed without a specification of the target segment 3. Benchmark and degree of change sought: another important part of setting objectives is having benchmark measures to determine where the target audience stands at the beginning of the campaign with respect to various communication response variables such as awareness, knowledge, attitudes, image, etc. major contribution of DAGMAR was Colley’s management managementparadise.com paradise.com

  4. 4. Specified time period : A final characteristic of good objectives is the specification of the time period during which the objective is to be accomplished, e.g. 6months, 1 year etc. The time period should be appropriate for the communication objective as simple tasks such as increasing awareness levels can be accomplished much faster than a complex goal such as repositioning a brand. management managementparadise.com paradise.com

  5. Read Complete DAGMAR Approach. http://www.managementparadise.com/forums/ma rketing-management-rm-im/206670-dagmar- approach.html management managementparadise.com paradise.com

  6. management managementparadise.com paradise.com

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