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Use this framework to maximise the return on investment of your promotions

Russell Colley is an American advertising man. His book, Defining Advertising Goals For Measured Advertising Results (published in 1961), resulted in the acronym DAGMAR.

Colley suggested there are four important goals of advertising:


  • Awareness – if your customers are not aware of your product they can't be nudged forward to buy it.

  • Comprehension – customers need to understand what your product does and whether or not it can meet their needs.

  • Conviction – customers need to believe that your product is the best solution to meet their needs

  • Action – finally, customers need to put their hands in their pockets and buy your product.


These four goals of advertising (referred to as ACCA) are hierarchical as in the AIDA model (awareness, interest, desire, action).

DAGMAR advertising model.jpg

The DAGMAR model is not just about setting measurable goals for awareness, comprehension, conviction and action, it is also about defining the purpose of the advertising. For example, the advertising could be aimed at building a new brand, freshening an existing brand, generating sales, or building a particular image for a product.


In setting these objectives, it will be necessary to define the target audience and consider whether there are any segments that are of critical importance in the promotional plan. As with all objectives, there should also be a time period over which the measures can be assessed. In summary there are four basic requirements for the advertising campaign:


  1. Set concrete and measurable targets

  2. Define the target audience and their needs

  3. Determine the changes in behaviour and attitudes that the advertising should achieve

  4. Set a time period in which the objectives will be accomplished

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