Answer
Russell H. Colley (1961) prepared a report for the Association of National Advertisers titled Defining Advertising Goals for Measured Advertising Results (DAGMAR). He developed a model for setting advertising objectives and measuring the results of an ad campaign. According to this model, communications effects are the logical basis for setting advertising objectives and goals against which results should be measured. In Colley’s words:
“Advertising’s job, purely and simply, is to communicate to a defined audience information and a frame of mind that stimulates action. Advertising succeeds or fails depending on how well it communicates the desired information and attitudes to the right people at the right time and at the right cost.”
According to DAGMAR approach, advertising objectives involve a communications task that is specific and measurable. Colley proposed that communications objectives be based on a hierarchical model with 4 stages:
- Awareness: Involves making target audience aware of the existence of the brand or company.
- Comprehension: The purpose is to develop an understanding among audience of what the product is and what it would do for them.
- Conviction: The objective is to create a mental disposition among target audience members to buy the product.
- Action: To motivate target audience to purchase the product or service.
Another important contribution of DAGMAR was its ability to clarify what constitutes a good objective. According to Colley, the objectives should have the following features:
- Stated in terms of concrete and measurable communications tasks
- Specify a target audience
- Indicate a benchmark or standard starting point and the degree of change sought, and
- Specify a time period for accomplishing the objective or objectives
