DAGMAR formula
The DAGMAR formula is a step-by-step model of advertising effectiveness or advertising success , which explains the requirements for the design of advertising material much more precisely than the AIDA formula . It was developed in 1967 by the American advertising researcher Russell H. Colley. The DAGMAR formula is an acronym that is composed of the first letters of the book title D efining A dvertising G oals for M easured A dvertising R esults (1961), which Colley wrote on behalf of the US Association of National Advertisers (ANA).
This theory is based on the assumption that, in contrast to other sales policy instruments , advertising not only pursues economic goals , but primarily has communication tasks.
In the implementation of these communicative tasks, the advertising goes through a hierarchy of levels with the respective consumer in several levels of consciousness, which are structured as follows:
- Contact
- Is the advertising material noticed?
- admission
- Is the advertising information recognized quickly?
- understanding
- Does the target group immediately understand the advertising message?
- storage
- Is the core message of the message easily received?
- attitude
- Is the advertising message received in a credible, likeable, image-bearing manner?
And finally, based on the positive feeling of the consumer, the actual act of realization (action), i.e. the purchase, takes place .
However, the AIDA model is still much better known than the DAGMAR formula.
literature
- Solomon Dutka: Dagmar: Defining Advertising Goals for Measured Advertising Results . 2nd Edition. NTC Business Books, Lincolnwood, Illinois USA 1995, ISBN 0-8442-3422-2 .
- Karl Schneider (Ed.): Advertising in theory and practice . M + S Verlag F. Marketing.
Web links
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