DAGMAR marketing

DAGMAR formula is a stage model of advertising effectiveness and success of the advertising that explains much more accurate than the AIDA formula, the requirements in the design of promotional materials. It was developed in 1967 by the American advertising researchers Russell H. Colley. DAGMAR formula represents an acronym, which is composed of the initial letters of the book title Defining Advertising Goals for Measured Advertising Results (1961 ), had written Colley on behalf of the U.S. Association of National Advertisers (ANA ).

This theory is based on the assumption that advertising as opposed to the other sales policy instruments not only pursues economic goals, but also has communication tasks.

In implementing this communicative tasks the advertising goes through for the consumer a level hierarchy in several levels of consciousness, which are broken down as follows:

And finally carried out the actual act of realization (action), so the purchase because of the positive feeling of the consumer.

As before, however, the AIDA model is much better known than the DAGMAR formula.