Monica_Chp7

DAGMAR

Dagmar is a marketing approach that measures the results of an advertising campaign. It stands for Defining Advertising Goals for Measured Advertising Results. Under this approach, the goal is to communicate to the buyer rather than sell to the buyer. There are four different communication tasks that are involved with this approach, which include: awareness, comprehension, conviction, and action, which ultimately gets the consumer to purchase the product.

I included this link to Investopia because it goes into more depth about DAGMAR. It gives good examples, and is an overall great tool and website for marketing related topics.

http://www.investopedia.com/terms/d/dagmar.asp