By John Dudovskiy
February 18, 2012

Dutka (1995) informs that DAGMAR model stands for ‘Defining Advertising Goals for Measured Advertising Results’ and is one of the most approaches to the advertising planning process. According to DAGMAR model a potential customer goes through four steps before making a purchase:
1. Awareness
2. Comprehension
3. Conviction
4. Action

Dutka, S, 1995, “Dagmar: Defining Advertising Goals for Measured Advertising”, NTC Business Books

Category: Marketing