About this document
DAGMAR Model: Advertising Goals Explained by Asheesh Mishra is a document available to read on EtoBox.
DAGMAR is a model developed by Russell Colley in 1961 to set advertising objectives and measure results. It suggests consumers move through four levels of understanding: awareness, comprehension, conviction, and action. The model provides guidance on assessing awareness levels and selecting appropriate communication tactics based on audience involvement and awareness. A creative brief outlines instructions for an ad agency
- Author
- Asheesh Mishra
- Language
- EN