DAGMAR is a model used for defining advertising goals for measured advertising results. Similar to the previous models, DAGMAR is a hierarchy of effects model. It suggests that marketing communications tasks should be designed for a specific target audience. Therefore, a benchmark needs to be established to identify where consumers’ current attitudes and behaviors reside in order to measure how much change in attitude/behavior occurs within a specified period per the identified goal of marketing objectives.
Please use the DAGMAR Approach Worksheet downloadacixnd follow the stated directions.
