DAGMAR - Definition, Goals and Objectives of DAGMAR in communication with example of Coca Cola (264)

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DAGMAR is a marketing model that establishes clear objectives for advertising tasks and measuring the result of ad campaigns.
DAGMAR approach is an effective advertising method that puts the onus on communicating rather than selling.
What is DAGMAR?
DAGMAR stands for
- Define
- Advertising
- Goals
- Measuring
- Advertising
- Results
Goals of DAGMAR Model
Communication Tasks
In the Communication Tasks method, all the purchases have to go through four important steps
1. Awareness - It is the responsibility of the communication tasks to create product or brand awareness in the market so that the consumer comes to know about it.
2. Comprehension - The consumer should have all the relevant information about the product to comprehend its advantages.
3. Conviction - The communication should be able to convince the consumer that the product is most suited for meeting his needs and requirements.
4. Action - The communication aims to encourage the customer to make the purchase.
Defining Objectives in the DAGMAR approach
In this second step, the goals and objectives of communication tasks are defined
1. Define the target audience or market - The target audience refers to people of all ages and they should be segmented even before the task begins. Accuracy is very important because knowing your target audience will determine the rest of the steps.
2. Be concrete and measurable - Mention clearly and accurately the purpose of the task. Is it increasing brand presence, improving overall sales, upscaling the brand image, or entering new markets?
3. Identify the benchmark and the degree of change expected - What is the extent to which the change is expected needs to be set as it is the goal of the communication task.
4. Specify a period during which to accomplish the objective - Set a time limit for the project so that it can fulfill its objectives.
Examples -
1. DAGMAR Model Example
2. Coca Cola’s # ShareACoke Campaign
This video is on DAGMAR and it has the following sub-topics.
Time Stamps
0:00 What is The DAGMAR?
00:20 Definition of DAGMAR
00:35 What is DAGMAR?
01:05 Goals of DAGMAR Model
01:15 Communication Tasks
01:43 Defining Objectives in the DAGMAR approach.
03:13 DAGMAR Model Example
03:51 DAGMAR Model Example - Coca Cola’s # ShareaCoke Campaign