DAGMAR Approach

Russel H.Colly (1961) pioneered an approach known by the acronym DAGMAR-Defining Advertising Goals for Measuring Advertising Results.

Contin…Colly distinguished 52 advertising goals that might be used with respect to a single advertisement, a year’s campaign for a product or a company’s entire advertising philosophy.These goals may pertain to sales, image, attitude, and awareness. Some of the goals are:• Persuade a prospect to visit a showroom and ask for a demonstration.• Build up the morale of the company’s sales force.• Facilitate sales by correcting false impression, misinformation and

other obstacles.• Announce a special reason for ‘buying now’ (price, discount, premium

and so on).• Make the brand identity known and easily recognizable.• Provide information or implant attitude regarding benefits and

superior features

Contin…

• According to DAGMAR approach, the communication task of the brand is to gain

(a) awareness, (b) comprehension, (c)

conviction, (d) image and (e) action.

• Advertising goals should be consistent with these communication tasks. Latter performance on these counts and projected goals is compared.

Types of Advertising Evaluation

Testing

Pre testing Concurrent

testing Post testing

• 1. Pre-TestingPre-Testing follows the universal law "Prevention is better than cure". Advertising can be pretested at several points in the creative development process.

Types of pre-testing methods

Qualitative Methods of Pre-Testing

Focus Group In-depth Interview

Projective Techniques

Quantitative Methods of Pre-

Testing

Checklist Method

Consumer Jury Method

Readability Test

questionnaire Method

PRE-TESTING PRINT MEDIA ADS

Some popular techniques to pre-test print media ads are:• Order of merit test• Paired comparison (Number of comparisons = n

(n-1) / 2)• Portfolio test• Mock magazine tests• Perceptual Meaning Studies• Focus group

PRE-TESTING BROADCASTING ADS

The method discussed above can be applied to broadcast media also. In addition, some special methods are available to pretest broadcast media ads- TV and radio ads. The techniques used are:• In- home projection tests• Trailer tests• Theatre tests• Live telecast ads