DAGMAR

• Defining Advertising goals for measured advertising results.
  

• A model for Marketing Communications developed by Colley in 1961.
  

1) Unawareness of the Product

2) Awareness as a result of Advertising- Customer knows about the brand

3) Comprehension - recognition and understanding of the product

4) Conviction - Firm attitude towards the brand- the development of preference for the brand

5) Action - move towards purchase

• The effectiveness of the advertising campaign is eveluated by its movement along the spectrum
  

• DAGMAR allows for the cumulative impact of the advert.
  

• It is rare for a single advert to hav the power to move the consumer from Unawareness to Action.

AIEDA	Lavidge and Steiner	DAGMAR
Attention Interest Evaluation Desire Action	Awareness Knowledge Liking Preference Purchase	Unawareness Awareness Comprehension Conviction Action