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DAGMAR
DAGMAR
DAGMAR
 In 1961, Russell Colley prepared a report for the association of
National Advertisers titled efining dvertising oals for
easured dvertising esults.
Advertising
Communication Task
Accomplished Among Audience
Specified Period of Time
DAGMAR
A Specific Task-
Example:
An advertising, goal for a manufacturer of brand
X of detergent could be set as follows:
 To increase awareness (communication task) of
brand X from 20% to 70% (amount of change) within
2 months (time period) among housewives (target).
Concrete & measurable.
Benchmark & degree of change.
Specified time period.
Written goal.
Target audience.
Characteristics of Objectives-
Criticisms of DAGMAR-
Non comprehensive study.
Sales objectives.
Partial assessment.
Unsuitable to small organization.
DAGMAR
Ad

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Ad

DAGMAR

  • 4. In 1961, Russell Colley prepared a report for the association of National Advertisers titled efining dvertising oals for easured dvertising esults. Advertising Communication Task Accomplished Among Audience Specified Period of Time
  • 6. A Specific Task- Example: An advertising, goal for a manufacturer of brand X of detergent could be set as follows: To increase awareness (communication task) of brand X from 20% to 70% (amount of change) within 2 months (time period) among housewives (target).
  • 7. Concrete & measurable. Benchmark & degree of change. Specified time period. Written goal. Target audience. Characteristics of Objectives-
  • 8. Criticisms of DAGMAR- Non comprehensive study. Sales objectives. Partial assessment. Unsuitable to small organization.