Setting Objective DAGMAR
The DAGMAR approach of advertising was devised by Mr Russell Colley who was much appreciated for his work, as to date, DAGMAR is a concept used in advertising to set advertising objectives and goals.
Russell Colley observed that people were investing in advertising, they had to invest a lot of time in other marketing activities to get the ROI of advertising.
This is because the ROI from advertising was unknown.
A company which was thinking of 10 different ways to market its products, could check the ROI from advertising when it wanted to study how effective its advertising was
Creation of a communication task to achieve goals
Defining the objective of the communication tasks in a manner that the results can be measured.
A marketing task is a combination of advertising activity, a branding activity and possibly a customer service activity.
The work of marketing is holistic and it has to look at the whole organization.
The work of Advertising is more individualistic and the organization is not considered.
To measure that a task assigned to advertising, is later on measured only in advertising terms, Russell Colley designed the communication tasks.
Creating a communication task, which involves communications between the company and the consumer, was solely the responsibility of the Advertising department
The goal of the communication tasks in DAGMAR was as follows
Awareness: Communication tasks involved making the consumer aware of the brand or the product.
Were they responsible for the ads made, they were responsible for how well they understood the objective of advertising, and how they incorporated these objectives into their communication tasks
In this modern age, we know that advertising is used for introducing a product, building brand equity, for sales promotions or for plain old brand recall.
We know that advertising is used for introducing a product, building brand equity, for sales promotions or for plain old brand recall
All these are the objectives of advertising and form the 2nd part of DAGMAR.
As you could see from above, the DAGMAR approach involved defining the objective of a communication task and creating communication tasks which were themselves measurable.
Russell coley’s work has led to the improvement of the advertising world, because these communication tasks were sales driven, they achieved various goals of the organization only through Advertising
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