DAGMAR Approach

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DAGMAR – Defining Advertising Goals for Measured Advertising Results, approach was formed to establish an explicit link between ad goals and ad results. DAGMAR lays emphasis on  measurement, by creating specific and operational goals which may be measurable.

Characteristics of good objectives are,

• Objectives should be concrete and measurable
• Objectives should target audience 
• Objectives should sought benchmark and degree of change 
• Objectives should specify time period
• Objectives must have written goals

DAGMAR Approach to advertising planning includes a precise method for selecting and quantifying goals and for using these goals to measure performance. It stands for Defining Advertising Goals for measured Advertising results.

Challenges to DAGMAR Approach

• Sales Goal
• Practicability
• Measurement Problems
• Noise in the system
• Inhibiting the great idea
• Hierarchy Model of Communication Effect

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