The DAGMAR Advertising Model

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DAGMAR (Defining Advertising Goals for Measured Advertising Results) is a concept used much to monitor and evaluate promotion campaigns. There are three parts to the DAGMAR advertising model.

• Define advertising goals concerns on results and therefore campaign effectiveness can be measured.

• The second part of the model comprises four stages that customers pass through before they buy a product or service. The four steps in the DAGMAR advertising model are: awareness, comprehension, conviction and action.

• The final part is to measure advertising results.

Online sales promotion has been emerging area for marketer to generate curiosity among the customers .Kotler et al.

Companies can use this type of consumer sales promotion to support another promotion or to keep reminding the consumers about that a product or service can be bought. When wanting to advertise a product or encourage consumers to impulse purchases, POP promotions can be used .Signs on shelves, floor stands displays, television monitors and audio messages are all examples of different types of POP promotions. Point-of-purchase can be an effective promotion since consumers make 70 – 80 percent of purchasing decisions in stores. Point-of-purchase promotions can increase sales with 65 percent. POP promotions can be a large advantage to manufacturers that sell their products in retail stores since it offers a confined audience. Different strategies can be used to increase sales, for example changing message on base or case