|Methods and techniques|
DAGMAR model is a methods used for testing the impact of advertising on the change in the customer's attitude towards advertised product or service. It was created by R.H. Colley. Name of the method is derived from title of R.H. Colley book from 1961 titled: Defining Advertising Goals for Measured Advertising Results published by Association of National Advertisers. Inc., New York.
Model is based on the categorization of potential buyers depending on their attitude to particular product:
- Unaware (never heard of the product),
- Aware (heard about the product, but do not see its value),
- Understanding (heard about the product and know its characteristics),
- Convinced (know the value of the product in comparison with competing products and intend to buy it in the future),
- Active buyers (they purchased this product, or do something to do it).
In this model, we determine what percentage of clients assigned to each group; the greater the number of people are "convinced" and "active", the advertisement is more effective.
- Barry, T. E. (1987). The development of the hierarchy of effects: An historical perspective. Current issues and Research in Advertising, 10(1-2), 251-295.
- Boyd Jr, H. W., Ray, M. L., & Strong, E. C. (1972). An attitudinal framework for advertising strategy. The Journal of Marketing, 27-33.
- Colley, R. H. (1961). Defining Advertising Goals for Measured Advertising Results, Association of National Advertisers. Inc., New York, NY.
- Katole, H. J. (2012). Evaluation of Retailers' vs Customers' Views on the Usage of Advertising as Communication Tool. International Journal of Marketing Studies, 4(6), 174.
- Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3), 349-356.
- Lavidge, R. J., & Steiner, G. A. (2000). A model for predictive measurements of advertising effectiveness. Advertising & Society Review, 1(1).
Author: Krzysztof Wozniak