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Username: Maria

Rating:
Guru Stars

Asked to: Goro Yang

Date Created: 05 May 2015
Category 28
Tag 111
Question <p>What is DAGMAR?</p>
Advice from Guru
Hi Maria,

A marketing approach used to measure the results of an advertising campaign. DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results. The approach involves setting specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically, DAGMAR seeks to communicate a specific message through four steps:


Awareness - making the consumer aware that the product or company exists Comprehension - letting the consumer know what the product is used for Conviction - convincing the consumer to purchase the product Action - getting the consumer to actually make the purchase.
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