DAGMAR_Approach_Presentation_advertising_and_sales_management.pptx

DAGMAR steps and details

1. DAGMAR Approach Defining Advertising Goals for Measured Advertising Results

2. Introduction to DAGMAR The DAGMAR Approach is a marketing communication planning model used to set clear and measurable advertising objectives. Introduced by Russell H. Colley in 1961, it ensures that the impact of an advertisement can be tracked and evaluated effectively.

3. Hierarchy of Communication Effects

4. Stages with Example (Smartphone) • Awareness: A new smartphone launch ad introduces the brand to consumers. • Comprehension: Explains features like high-resolution camera & long battery life. • Conviction: Testimonials and reviews build trust. • Action: Limited-time discount motivates immediate purchase.

5. Features of DAGMAR • Goal-oriented: Focuses on setting specific objectives. • Measurable: Each stage can be quantitatively evaluated. • Structured Communication: Follows step-by-step process. • Target Audience Focused: Tracks audience movement through stages.

6. Advantages of DAGMAR • Provides clarity in advertising goals. • Helps measure ad campaign effectiveness. • Encourages strategic planning. • Better budget allocation based on measurable results.

7. Limitations of DAGMAR • Focuses on communication objectives, not directly on sales. • Time-consuming and costly to measure each stage. • Less effective in impulse purchase scenarios where steps may be skipped.

8. 1. Awareness – Make the target audience aware of the product Activity: Ads on Instagram, YouTube, and tech websites showing the brand name and product images. Goal: 80% of the target audience should recognize the smartwatch brand name within 3 months. Example Message: "Introducing the all-new PulseX Smartwatch — stay connected and healthy with just a tap!"

9. SMART WATCH (DAGMAR) 2. Comprehension – Explain product features and benefits Activity: Detailed product videos and website content showing unique features like AI-driven fitness coaching , blood oxygen monitoring , and 7-day battery life . Goal: 60% of the audience should understand the key features and how they solve their needs . Example Message: "The PulseX Smartwatch tracks your heart rate, monitors sleep patterns, and even provides AI-driven workout recommendations."

10. 3. Conviction – Build preference and trust Activity: Tech reviewers and influencers give positive reviews . Customer testimonials are showcased. Limited-time offers or guarantees build trust. Goal: 40% of the audience should develop a strong preference for PulseX over competitors . Example Message:

11. 4. Action – Encourage immediate purchase or inquiry Activity: Special discounts for pre-orders. Easy one-click purchase on e-commerce platforms. Retargeting ads for people who visited the website. Goal: Achieve 10,000 units sold within the first month of launch. Example Message: "Pre-order now and get 20% off , only for the first 1,000 customers!"