DAGMAR marketing

Defining Advertising Goals for Measured Advertising Results abbr. DAGMAR was an advertising model proposed by Russel H. Colley in 1961.


According to DAGMAR, each purchase prospect goes through 4 steps:

  1. Awareness
  2. Comprehension
  3. Conviction
  4. Action

These steps are also known as ACCA advertising formula. ACCA/DAGMAR is a descendant of AIDA advertising formula and considered to be more comprehensive than AIDA.[citation needed] Developed for the measurement of advertising effectiveness it maps the states of mind that a consumer passes through. Carol Kopp from Investopedia.com, describes the process entailing the DAGMAR model to also require "an evaluation of the campaign's success against a pre-set benchmark."

Important parts of the DAGMAR model are definitions of target audience, (people whom the advertising message is addressed to) and objectives (goals of advertising message).

See alsoEdit


  • Defining Advertising Goals for Measured Advertising by Solomom Dutka - Publisher: NTC Business Books; 2 Sub edition (April 1, 1995) ISBN 0-8442-3422-2, ISBN 978-0-8442-3422-9